VML and Howatson+Company lead the pack at finalist stage of the 2025 OMA Creative Awards
The Outdoor Media Association (OMA) has today announced the finalists for the 2025 OMA Creative Awards, recognising the most innovative, impactful and ambitious Out of Home (OOH) campaigns across Australia. From hidden eye tests to spelling challenges and live sport, the finalists each demonstrated creativity in their use of the outdoor medium.
Now in its second year, the Awards attracted a significant increase in entries across six categories, which were judged by a panel of senior creatives, marketers and industry leaders.
Leading the agency pack is VML Australia with three finalists for 1001 Optometry ‘The Hidden Eye Test’, followed by Howatson+Company with two finalists; one for Seasol International ‘Dirty Old Secrets’ and one for Selleys ‘If You Can Take It, It’s Yours’.
2025 OMA Creative Awards Finalists
Best Classic Campaign
Campaign: Hard to Spell
Advertiser: Department of Health WA
Agency: Rare
Campaign: The Hidden Eye Test
Advertiser: 1001 Optometry
Creative: VML Australia
Best Digital or Programmatic Campaign
Campaign: The Ashes ‘Unmissable First Ball’
Advertiser: Cricket Australia
Creative: Special
Campaign: Lifeblood
Advertiser: Australian Red Cross Lifeblood
Creative: M+C Saatchi
Best Innovation or Sustainability Campaign
Campaign: The Hidden Eye Test
Advertiser: 1001 Optometry
Creative: VML Australia
Campaign: Transit Tales
Advertiser: Mastercard
Creative: Hero
Best Small Format Campaign
Campaign: Got You Looking
Advertiser: The Iconic
Creative: Dentsu Creative
Campaign: The Hidden Eye Test
Advertiser: 1001 Optometry
Creative: VML Australia
Best Multi-Format Campaign
Campaign: Dirty Old Secrets
Advertiser: Seasol International
Creative: Howatson+Company
Campaign: Just Enough Bank
Advertiser: Bankwest
Creative: Bear Meets Eagle On Fire
Best Special Build Campaign
Campaign: If You Can Take It, It’s Yours
Advertiser: Selleys (Dulux Group)
Creative: Howatson+Company
Campaign: It Happens on PS5
Advertiser: Sony PlayStation
Creative: Akcelo/Apparition Media
Elizabeth McIntyre, CEO of the OMA, said the finalists reflect the evolving strength of OOH as a channel that inspires originality: “The calibre and creativity of this year’s entries have been nothing short of remarkable. We have seen a significant lift not just in the number of submissions, but in the boldness of ideas and the inventive ways brands and agencies are using Out of Home. It’s a testament to the medium’s momentum and its ability to spark big ideas.
“Our esteemed panel of judges once again brought immense expertise and generosity to the process. Their commitment continues to raise the benchmark for OOH in Australia, and we thank them for the rigorous debate, thoughtfulness and consideration that went into the judging process.
“The finalists have all been commended for their efforts in delivering well-executed, impactful campaigns that showcased the power of Out of Home. We look forward to announcing the winners of each category next month.”
Winners will be announced at a celebration on Tuesday, 1 April. The event will also reveal the coveted Grand Prix-winning campaign, with the lead creative team receiving a trip to the 2026 Cannes Lions Festival of Creativity in June.
All OMA Creative Award finalists are also automatically entered into the World Out of Home Creative Awards.
More information about the awards is available at: oma.org.au/creativeawards
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