OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 34

Our ongoing transformation
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SECTION
07
Creativity
“Rule breaking and brave,
there was one clear winner
as OOH proves it can
play in the content space,
too. When the world is
going mad for thumb-
stopping three second
online auditions, the
University of Melbourne
and McCann prove that
if your content is good
people will step forward,
engage and get involved.”
Jon Kelly
C R E AT I V E D I RE CTO R, I RI S WO RLDWI DE
32
Out of Home (OOH) is a
powerful platform capable
of supporting a range of
break-through technologies,
innovative messaging, and
creative executions.
OOH continues to retain its long-standing brand
attributes, including high visibility, high engagement,
and cost effectiveness. But with advancements in
technology, these brand values are extending to include
so much more for advertisers – greater creativity and
innovation, immediacy and flexibility, as well as utility.
O M A’ S C R E ATI V E CO L L E C TI O N CO M P ET I T I O N
Launched in 2013, the OMA’s Creative Collection
recognises the best in Outdoor advertising each quarter.
The competition continues to gain momentum, with
winners appearing in the biennial publication OPEN –
an anthology of Outdoor creative from Australia and
around the world. OPEN 3 will be released in May 2017.
In 2016, the OMA received 156 entries as part of
the competition. From these, the OMA awarded
17 campaigns in the following four categories:
1. Best traditional use of the OOH medium
2. Best use of technology/innovation
3. Best creative execution
4. Best use of a special build