DOOH shows how far it has come in five years

In the fifth year of the competition, winners from Topshop and Women's Aid show why digital out-of-home is one of the fastest-growing media in the UK, forecast to be worth some £250 million by the end of 2014. Campaign reports from a packed event at the BFI IMAX earlier this month.

  • Ben Robinson, Mike Whiteside and Stuart Williams of WCRS

    Ben Robinson, Mike Whiteside and Stuart Williams of WCRS

  • "We felt we were on to a powerful idea but knew it was going to be a tough competition."

  • Will Scougal, Twitter UK and Topshop.com's #TopTrends team

    Will Scougal, Twitter UK and Topshop.com's #TopTrends team

  • “We are absolutely delighted. We were thrilled, especially for Topshop”

    “We are absolutely delighted. We were thrilled, especially for Topshop”

  • Elspeth Lynn, executive creative director, M&C Saatchi

    Elspeth Lynn, executive creative director, M&C Saatchi

  • The judging panel

    The judging panel

of

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
industry.

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

 WINNERS

Interactive category

Winner
Women’s Aid "If you can see it, you can change it" by WCRS

Second place
The North Face "Thermoball jacket – creating warm leads" by Manning Gottlieb OMD

Third place
British Airways "Spin the globe" by Bartle Bogle Hegarty

Creative  techniques category

Winner
Topshop "#TopTrends" by Twitter UK

Second place
Spotify "Hijack the radio" by Kinetic Active in collaboration with Starcom MediaVest Group

Joint third place
Nest "Intelligent thermostat" by Talon in collaboration with Grand Visual and Beyond @ Manning Gottlieb OMD

British Airways "World on sale" by Bartle Bogle Hegarty

The 2014 judges

Rachel 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

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