OUT OF HOME
Entries may use many kinds of media but are all seen and experienced out of home. Utilizing public spaces to convey the brand’s message or immerse consumers in a brand experience., including but not limited to: billboards, posters, murals, takeover, transit advertising, ambient advertising, displays, interactive/dynamic digital screens, special builds, live advertising and events, interactive experiences, immersive experiences etc.
Evaluation criteria: idea, execution and impact.
Mandatory files: main image (execution or presentation image). Case film/demo film (120 seconds max) is required for category A03-10. DIGITAL SCREENS.
Optional files: additional image, case film / demo film (120 seconds max), URL (content or presentation webpage).
All consumer durables and non-durable goods, including food and beverages, hygiene products, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
Travel and tourism, airlines, train & bus companies, ferry & cruise lines, travel agencies, hotels, resorts, city & country promotion, theme parks, sporting events, music festivals, exhibitions & shows, restaurants, fast food, nightclubs, bars, golf & country clubs, museums, art galleries, cinemas & theatres, culture, education.
Music, film, television, publications and media, books, news, digital platforms and other media.
All commercial public services, legal, financial, consultancies and professional services, B2B (products and services that are targeted by businesses to other businesses), other business services, internal and corporate communications, includes self-promo communications of advertising agencies.
Communications regarding politics, government, or public policy. Includes municipal or state economic development, lotteries, utilities, civil, diplomatic or armed forces, parks, libraries, public services, etc. Includes political and patriotic campaigns, state campaigns and programs.
Corporate image OOH ads of campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.
Digital out of home (DOOH) that requires either linear motion picture / content or animation or interaction and active consumer engagement using digital touchscreens, motion technology, social media and mobile animation.
Mandatory files: main image (execution image), case film/demo film (120 seconds max).
Non-standard and free-format outdoor advertising that leverages the use of public spaces, objects and environments in an unconventional manner. Including transit advertising, public events, public spaces, exhibitions, installations, in-store displays, murals, special builds, out of home apparel, etc.
Out-of-home advertising that explores new ideas, devices, or methods in its execution and pushes the boundaries of the discipline. In these categories, the jury will reward the creative and/or innovative use of the Outdoor medium to communicate the brand's message. The jury will consider how well brands are finding new ways to enhance and reinvigorate the consumers' experience by allowing them to engage with and respond to Outdoor content.
Risk-taking, courageous, fearless, daring ideas are behind this work. The concept could have easily been rejected along the approval process or by the client, but brave choices made it happen. Entries must include the information about any context necessary to understanding why this was a brave idea.
Rapid response out-of-home advertising that uses the buzz around a news story or event to generate maximum coverage for the brand. Includes newsjacking, real-time and situation specific adverts. Done with in-the-moment, original, thinking, fast reaction, and an investment in craft.