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Things that make me go OOH

The 2019 Outdoor Media Awards judges on when out of home becomes out of this world

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The shortlist for the Outdoor Media Awards will be announced this week, and there’s a new prize up for grabs this year. The Social Impact Award will reward where out of home is used to drive positive social change within UK communities, whether environmental, charitable, or driving inclusion and diversity.

In celebration – and to find out more about what makes our 2019 OMA judges tick – we’ve asked them to tell us the things that make them go OOH. In this, the second and final part of the series, we got the judges’ personal insights into things that delight, inspire, comfort, or maybe surprise them, and how out of home can make them feel good too.

The Outdoor Media Awards, run by Clear Channel in partnership with Campaign, reward excellence in OOH advertising, from the most memorable, strategic and innovative campaigns to the brilliant people involved in creating them. Winners will be announced at an evening ceremony on 11 June at The St Pancras Renaissance Hotel. 

See this year’s shortlisted entries here.

Chris Pelekanou, chief customer officer, Clear Channel
"Things that make me go OOH? There are the children, when they’re not being a pain, who occasionally make you feel all warm inside. Or that song, in my case by Luther Vandross, that takes you back in time. Or that cold lager on the first warm day of the year, as is the situation as I write this. But the moment I’m picking above all is when driving along the west coast of Scotland, after every bend in the road there is another extraordinary and wonderful view that certainly makes you go "Ooh!". Which I’m guessing is why I love OOH: as you’re going about your business you’re stopped dead in your tracks by OOH advertising. Not demanding but asking, politely, for your attention."

Matthew Hook, chief strategy officer, Dentsu
"Like most people, I’m juggling a lot of roles – from strategic leader, to keyboard player, to tired dad – but for 16 hours a week I play the role of "extreme commuter". Those little moments of connection in the physical environment can be very powerful. Sometimes it’s a pick-me-up for the journey, a helpful crumb of information, or a moment that makes me stop and think. But the most powerful are those that feel surprisingly personal, as the world rushes by."

Satin Reid, joint managing director, MediaCom
"As general rule I’m drawn to things that look beautiful and make life better: a pair of trainers, a handbag, an app, whatever. It’s that combination of design and utility. The kind of OOH ads that I love do the same thing. Posters are part of our public space so they should add value to our lives and look good while they’re at it. The campaigns that strike the balance between idea, design and context are the ones that make me go ‘OOH’." 

Rachel Forde, CEO, UM UK
"Tech makes life easier. From using Just Eat when we work late in the office, to Alexa finding the song for our latest sizzle reel. But I love technology most when bringing our family together – sharing fi lm of our youngest daughter playing football, or our eldest performing at the Royal Albert Hall. OOH resonates best with me when we’re driving together as a family, providing inspiration for our latest must-see TV, potential summer holiday destinations and fuelling the ongoing debate about our next family car!"

Hattie Whiting, chief client officer, PHD UK 
"The things that make me go OOH (in no particular order): Worcester Sauce French Fries; going exploring; a delicious cold lager on a very hot day; arguing over the Quality Street on the sofa with my best mate; and Prince. Everything by Prince. OOH, and being a bit excited about the increasing possibility of actually using clever data to make DOOH more contextually relevant to more real people. In the real world."

Matt Adams, CEO, Havas Media
"There is just so much work in our industry right now. As a practitioner, there is work you have seen, work that you never will see, work you think you should have seen. As a punter, the work I notice is a brand I never searched for, never got retargeted by, never thought would stop me in my tracks. The Volkswagen T-Roc got it right. OOH was used in a smart, simple way to show the Ram invading other 48- and 96-sheets. It’s what makes me think "‘OOH’, I wish I did that."