As chosen by the Chair of our judging panel, Anna Bager - president & chief executive officer at OAAA

There is a huge array of technology vendors in the OOH market. We are looking to reward the best technology solution out there. 

The judges are looking for campaigns that utilize real-time data to populate the OOH creative or creative displayed in response to a real-time trigger. The campaign should demonstrate the flexibility of OOH, in particular digital formats, to respond in the most relevant moments.

Campaigns should showcase the best of Digital Out-of-Home, whether that’s innovative planning strategies that utilize the flexibility of the format or a strategy where only digital could deliver the objective. Campaigns can be of any size and feature one or more bursts.

This category recognizes an OOH campaign or one-off execution that attracted an audience to engage with an OOH screen either physically (in the form of an experience) or via an online response. To qualify as ‘interactive’ the campaign should demonstrate an action/response resulting from the person(s) participation either immediately or very soon after.

Campaigns in this category must demonstrate creative use of illustration, original or manipulated photography and/or typography. This can be a single element within a wider ad campaign or the overarching campaign design and can be static or animated.

We’re looking for an OOH campaign that got the public and/or businesses talking about the campaign. This could be evidenced through social media channels or featuring in the trade press. The judges will consider campaigns of all sizes, either nationally or locally.

The winner in this category will demonstrate a strong role for OOH as part of a campaign that featured two or more media channels. The entry should make clear why OOH was chosen alongside the other channels and how they complemented each other. Added consideration will be given to entries that can attribute measurable benefits of adding OOH to the campaign.

Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please get in touch

In this category, we want to give recognition to a talented individual who has 3 years experience or less. In the entry, you could include evidence such as work ethic, client management, new business wins or doing something exceptional.

In this category, the winning campaign will demonstrate effective use of more than one format, and how these worked together to deliver the campaign objective(s). For example, this could be digital & classic or two or more formats within each. Entries should clearly demonstrate a role for each format and how they complemented each other.

This category awards the best use of copy, in either headlines and/or supporting copy, and the use of copy to form dynamic messages.

The winner of this category will demonstrate the effective use of digital technology. Examples could include digital production techniques or using technology to enhance the ability of the campaign to grab attention.

Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please get in touch

The winning campaign will demonstrate effective use of classic (paper-based) large format posters or banners, either independently or as part of a multi-format campaign. Added attention will be paid to campaigns that demonstrate effective brand building and an unmissable presence.

Campaigns in this category will demonstrate effective use of long copy on a format with sufficient dwell-time to allow the audience to read it fully. Extra consideration will be given to copy that’s intriguing/attention grabbing and able to demonstrate what use of long copy added to the campaign.

This category is open to campaigns or one-off executions that feature one or more spectacular elements. For example, this could be an adaption of an existing poster site, taking over a venue or dominating an OOH space.

The winner of this category will showcase an OOH campaign at a national scale across multiple environments and formats. Campaigns in this category should demonstrate the challenges and strategy involved in the process. Added consideration will be given to campaigns that showcase OOH’s ability to build brands and deliver measurable benefits.

This category is for campaigns that operated without profit, i.e. with proceeds going to a charitable cause or a campaign by a charity. The winning entry will demonstrate the effective use of OOH to deliver the campaign objectives.

This category is seeking a campaign that demonstrates impressive outcomes with a total budget of up to £50,000. For example, this could be a local campaign that made a big impact in the area, or a one-off execution that created a wider scale response. To qualify for best use of a small budget the campaign will need to punch above its weight in terms of outcomes for the advertiser.

This award will recognize an agency that has demonstrated excellence in OOH over the past year. You need to tell the judges what you’ve achieved and why you deserve to be named agency of the year. To be eligible, you need to have entered work into other categories. But that shouldn’t be a problem. If you’re good enough to win this award, you’ll have been churning out great work all year. 

This category rewards those companies/campaigns that adapted quickly to change. This could be in response to external factors such as the Covid-19 crisis or an internal shift. The judges will look for how the team responded to a changed brief and exceeded expectations.

The winner of this category will demonstrate how UK OOH featured as part of an international campaign. The judges are looking for a campaign that spans 2 or more markets and provides evidence of an international strategy and a clear role for the UK within this.

Campaigns should feature a pre-existing OOH opportunity that has been adapted or expanded in a creative way. Examples could include 3D builds, vinyl wraps, digital integration, original print and/or lighting techniques, extra sensory stimulus etc.

This category is intended for campaigns that have used OOH in novel ways to disrupt a moment or occasion, creating stand-out in ways everyday media might not. The campaign can be a one-off or series of appearances at any budget level. Entries must be legal and pose no danger to the public or property - evidence of this should be provided if any uncertainty could arise.

This category awards campaigns that demonstrates effective e or original use of one or more transport environments, e.g. Rail, Underground, Bus, Tram or Airport etc. Whether it's a creative tailored to commuters or an execution original to the environment, the winning entry should showcase Out-of-Home within the transport environment.

The winner of this category will demonstrate how location was used as a primary factor in an OOH campaign. This could be a campaign that appeared in an unexpected place(s) or larger scale activity that localized the message to give unique context to the campaign. The judges are looking for examples that were only possible with location at the heart of the activity.

The winner of this category will demonstrate a campaign that placed social good at its heart. This could be environmental, social, or economic. The judges will award the campaign that best demonstrates leadership in this responsibility as part of a long-term strategy/commitment.

The judges are looking for evidence of effective use of data to inform the planning, buying or creative output of an OOH campaign. Extra consideration will be given to campaigns that use data in new and innovative ways to create strong & measurable outcomes for the advertiser.

Honoring insightful and creative use of social media channels or content. Relevant campaigns might digitally rebroadcast social media content, feature social media content as a core creative element or make high-level use of social sharing tactics.

The winner of this category will showcase an OOH innovation that pushes the boundaries of what’s possible. This could include overcoming a physical or technological challenge or pioneering something new to deliver the campaign objectives. The judges will consider both high-profile innovations and smart technologies that underpin the campaign, making it work harder/more efficient.

This category is for campaigns that delivered something special at a local level. This could be a small-scale campaign or a national campaign tailored to the local audience. The judges are looking for evidence of using OOH effectively to influence the local audience.

In this category, the winning campaign will feature an experiential/live marketing event or ‘ambient’ execution that involves audience participation or creates an experience for those viewing it. Extra consideration will be given to campaigns that can demonstrate unprompted engagement by the audience.