Khemistry’s Arts & Minds campaign for Anglicare Southern Queensland wins OMA’s Grand Prix

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Khemistry’s Arts & Minds campaign for Anglicare Southern Queensland, in partnership with goa, has won the Grand Prix – Best campaign for 2017 in the Outdoor Media Association’s (OMA) Creative Collections.


Run quarterly by the OMA, the Creative Collections recognise and celebrate the most creative and innovative Out of Home (OOH) campaigns from across Australia.

Khemistry’s Arts & Minds campaign for Anglicare Southern Queensland was selected from over 110 campaigns submitted in the last year. It was also the category winner for OMA’s Best use of Technology and Innovation in the second quarter of 2017.


Khemistry creatively conceived and proactively pitched the Arts & Minds campaign to goa’s Community Partnership Program for a share in $1 million worth of advertising on offer across goa’s digital roadside network.


The Arts & Minds concept saw six emerging artists, each who had been affected by mental health issues, create a work of art in just eight hours. The creation of the art was broadcast and auctioned live across the goa grid and The Iconic Series, goa’s broadcast roadside digital billboard networks and Facebook Live.


Culminating in an art gallery gala event, the initiative raised spirits, funds and awareness of Anglicare’s mental health and wellbeing services in a beautiful and innovative way.


OMA CEO Charmaine Moldrich said the jurors loved ‘Arts & Minds’ from the first moment they saw it.

Says Moldrich: “That heady combination of a simple idea, executed to perfection using everything Out of Home has to offer and amplified by digital. It drew awareness and raised funds to support people living with mental health issues.”


One in five Australians aged 16-85 experience a mental illness in any year. The campaign is a brilliant example of how media can make a huge difference to people’s lives. The campaign uses Out of Home to shine a light on a real issue relevant to all Australians.


BMF head of planning, Alison Tilling was on the jury for both quarter two and the annual Grand Prix.

Says Tilling: “This campaign reminds us all there are campaigns you do, because you can, rather than because you should. The ‘Arts & Minds’ campaign is an absolute “should”. It was executed to a very high standard, used technology in ways that added both meaning and excitement to the idea, and was carefully considered from start to finish.


“It’s a great campaign for a great cause, and I am so pleased to be part of the jury that awarded it the 2017 Grand Prix prize. I look forward to seeing more OOH campaigns like this in the future.”


Says Andy Fyffe, Khemistry managing director: “The whole agency was involved on this one… we gave a lot of heart. Recognition with national awards such as the OMA Grand Prix proves that an idea executed with a whole load of passion can produce results that really move people. It’s ultimately why we’re all in this business.”