Clemenger BBDO and M&C Saatchi take out November oOh!media Outdoor Ad of the Month
oOh!media announced today the November winners of the best metro and regional billboard creative are Clemenger BBDO Melbourne with their Mercedes creative and M&C Saatchi for their Optus campaign.
Clemenger BBDO’s ‘Glam Turismo’ creative for Mercedes, won best metro campaign after oOh!’s judging panel awarded it highly on visual appeal combined with simple and clever messaging. These two attributes succinctly portrayed the style and appeal of the new Mercedes C-Class coupe to drivers in an instant.
M&C Saatchi’s work for Optus won best regional creative for clearly tailoring its messaging to different regional locations. By tailoring the message, Optus communicated directly, but on mass, with local regional communities.
Both agencies will receive a $500 bar tab to celebrate their win, and have been shortlisted to compete for the major prize of return tickets to the Cannes Lions Festival of Creativity next June.
oOh! launched its BIG Creative national award program last month to help improve the standard of billboard creative in Australia.
National oOhroad! Manager, Steve Danaher said: “What’s great about these ads is how much they communicate with so few words.”
“The Mercedes ad uses two words ‘Glam Turismo’ to summarise the style and brand positioning for the car, while the Optus ad embeds its brand into the local community, by personalising each billboard,” he said.
“These ads work because they follow two of the Five Golden Rules of creative billboard advertising, which were identified by a consumer insights research study conducted earlier in the year. By using visual appeal and language, both where able to harness the true power of big billboards. The other golden rules are simplicity, clear branding and innovation.”
Agencies with billboard campaigns do not have to enter or register, instead they are automatically selected and assessed by the judging panel simply for having a metropolitan or regional billboard campaign with oOh!
10 Comments
oOh dear.
really? you put the city name on the billboard. genius.
Mercedes advertising in Australia:
1. Show car
2. Add pun
Lazy.
Come on guys, I respect the push for better creative, but if nothing is worthy of winning, there shouldn’t be a winner.
This is piss poor work.
So far the Golden Rules of Outdoor as exhibited by these ads:
1. The ad must use stock or library photography. This’ll ensure the thriving production industry in Australia.
2. A headline, pun is preferable. Shorter the better, but don’t let that stop you adding another 10 words in smaller type at the bottom.
3. Ensure the in situ shot is taken with cars in the foreground to ensure judges know somebody actually saw it. Even if they are parked.
4. Always show the product, in this case, a car and a bearded dragon. You can pick our up at the Optus store apparently.
5. Enter work in awards. Seriously, you never know.
There must be 4 creatives pissing themselves laughing thinking they are now in with a chance for a junket to Cannes over either of these ads.
I’m not knocking the “free trip” idea. Hell, it worked for radio getting more exposure with the Sirens over the last what, now 7 years? Give this a little time and maybe the oOH’s will have something to cheer about in Cannes.
This this sh_t for real? ….. no really, is it?
These awards are fucking shit.
It’s not even the best work that goes to Cannes – it’s a lucky draw.
So one of these pieces of dog shit, or last months dog shit, could win a team a trip to Cannes.
Fucking laughable.
The mercedes isn’t utter crap but it’s just a pack shot n pun.
The optus, well… what can you say, place name and makes you happy. why? and what’s the dragon about? I’m still confused.
Cannes hangover specialist is on the money with his description though.
If the creative’s for optus get to spend June getting drunk on the croisette i’ll personally seek them out bind them in an optus banner and throw them off a yacht! utter shit.
“the Optus ad embeds its brand into the local community, by personalising each billboard”
What pathetic work. Why don’t the children who created this stuff take a look at some of the brilliant billboard work from the 1960’s and learn their craft before creating such boringly simplistic and shallow material? No stars.