The campaign by Talon, Manning Gottlieb OMD, Grand Visual, JCDecaux and Ocean Outdoor won both the Innovation award and – new for this year – the People’s Favourite award, voted by the public.
The Waitrose work also took the Grand Prize, triumphing over all category winners that were eligible, and scooped £100,000 in media space.
The winners, who were chosen from a record 120 entries this year, also include:
The Data Award: "No One Should Have No One," Age UK by Talon/MG OMD/Grand Visual
The Multiple Format Award: "Channel 4 Paralympics," Channel 4 by Talon/ OMD UK/ 4Creative
(Highly Commended: "Ghostbusters", Sony Pictures by Talon/ MG OMD JCDecaux)
The Creativity Award: "Coded," O2 Telefonica by Posterscope/ Forward Media/ VCCP
(Highly Commended: "Health Stop – One You," Public Health England by MEC/ DOOH.com/ Clear Channel UK)
The Long-Term Brand Fame Award: "Very.co.uk," Shop Direct by Posterscope/ Vizeum
The SME Award: "A Dog’s Best Friend," Tailster by Talon
The Innovation Award: Highly Commended: "Health Stop – One You," Public Health England – MEC/ DOOH.com/ Clear Channel UK
The competition, now in its 11th year, has been rebranded from the Outdoor Planning Awards to reflect the transformation of the UK media industry. It aims to reward and showcase excellence in outdoor advertising.
The 2017 winners were revealed last night at a ceremony and party at London’s Renaissance Hotel, hosted by Radio One DJ Scott Mills, Clear Channel UK commercial director Chris Pelekanou and Campaign global editor-in-chief Claire Beale.
"It was a real challenge but a privilege to chair the jury again this year," said Beale. "There was a record number of entries and the standard was fantastically high." Pelekanou said he was "blown away by the calibre of entries".
"Waitrose Spring"’s live-streaming of its farms to digital out-of-home sites aims to raise awareness of the retailer’s food sourcing practices. The judges praised the campaign for its sophisticated delivery and beautiful execution. "It was actually beautifully simple but, crucially, true to the brand," said Beale. "They’ve used the technology available to do something utterly surprising."