Out-of-home advertising is growing at an extraordinary pace, and The Art Of Outdoor Digital Competition is there to celebrate the best of it. In the five years since its launch, The Art Of Outdoor has seen 201 entries, 36 shortlisted entries and 21 winners, and handed out an impressive £1.675 million prize fund.
Aside from their innovation and scale, what’s remarkable about these entries is that, for half of them, it was their first time using OOH or digital OOH. Now, a number of them are regular advertisers across the
The breadth of entries over the past five years is a snapshot of DOOH’s growth and its integration with new technology.
The first awards saw a live broadcast from the Caribbean by British Airways. Agencies have continued to innovate year on year to use DOOH to create original and cutting-edge campaigns. This includes powering a digital billboard using human energy to promote a Toyota hybrid model, feeding pigs apples in real time via your mobile phone from Westfield London, integrating screens with Twitter to amplify an online campaign and integrating EEG brainwave-reading technology to play a game of "mind pong" powered by human thought.
Thanks to the possibilities of DOOH, and The Art Of Outdoor Digital Competition’s global PR reach of more than 8.8 million people, campaigns such as these have continued to be recognised for their forward-thinking use of technology and creative skill elsewhere. The Art Of Outdoor winners have gone on to receive accolades from the Internet Advertising Bureau, Media Week, Campaign and Adweek, as well as the prestigious Cannes Lions.
Looking at the quality of this year’s entries, this is a trend that is sure to continue.
To see interviews with the winners and more photos of the awards day, go to www.playwithourpixels.com
Creative techniques category
Joint third place
British Airways "World on sale" by Bartle Bogle Hegarty
The 2014 judgesRachel Bull chair and editor, Brand Republic
Sean Thompson former chief creative officer, Dare
Elspeth Lynn executive creative director, M&C Saatchi
Robert Ffitch chief executive, Manning Gottlieb OMD
Mick Mahoney executive creative director, Rainey Kelly Campbell Roalfe/Y&R
Damon Collins founder, Joint
Glen Wilson managing director, Posterscope
Stuart Taylor chief executive, Kinetic
Chris Majoram managing director, Rapport
James Copley managing partner, Talon
Jon Mew chief operating officer, Internet Advertising Bureau UK
Adrian Cotterill editor-in-chief, DailyDOOH