Out of Home Never Looked So Good - A Special Cannes Edition
Cannes conquered, Kiwis crowned! Forget the post-Cannes fatigue for a minute, because this month's "Out of Home Never Looked So Good" is popping the champagne corks to celebrate Aotearoa's awe-inspiring performance! Four wins, including the Grand Prix – talk about Kiwis punching! We'll be showcasing these phenomenal campaigns (because, let's be honest, they deserve it!), but of course, we won't forget to raise a glass to some international superstars as well.
Now, Cannes might be huge on the global stage, but back home, OOHMAA's got "The Speccies" – our local awards celebrating the incredible creative talent brewing right here in Aotearoa. It's a more relaxed affair, but the pride is just as strong.
Think your campaign deserves a Speccie spotlight? Share it with us or enter it directly into the OOHMAA Awards, Q2 entries are open NOW until July 9th! Let's see what brilliance you can bring to the table!
CANNES GRAND PRIX WINNER - PEDIGREE - ADOPTABLE
Aotearoa: The Adoptable campaign, which used AI to turn dog adoption listings into targeted, dynamic digital Out of Home ads, won for three reasons, the jury president Marco Venturelli, chief creative officer, Publicis Groupe France. explained. First, it showed a big brand with a big commitment. Second, it didn’t use AI for the sake of it – ‘it would be impossible without AI,’ he said, and the team used ‘technology not to replace craft and art, but to move the category forward.’ Finally, Venturelli added, ‘in a post-purpose era, this is how to do purpose.’
Media Agency: Essence Mediacom
Creative Agency: Colenso BBDO
PR Agency: Porter Novelli New Zealand
Out of Home Format: Large Format Digital Billboards
CANNES SILVER WINNER - FRESH CHOICE - AID AISLE
Aotearoa: FreshChoice has been a proud sponsor of the Kepler Challenge for eight years, and over that time their sponsorship was typical - slap a logo on a race and call it a day. With their new brand platform, "That's Shopping Different," they questioned how sponsorship could be different too. The Kepler Challenge is notoriously brutal, so FreshChoice took a "different" approach. They created a pop-up supermarket aisle stocked with everything endurance athletes needed 50kms into one of the world's most remote and challenging ultramarathon races.
Media Agency: Dentsu Aotearoa
Creative Agency: Dentsu Creative Aotearoa
Out of Home Format: Experiential/Sponsorship
CANNES BRONZE WINNER - MCDONALD’S - AD ONS
Aotearoa: At any McDonald's counter, you’ll hear customers say "aaand a...." as they decide on an extra treat to add to their order. In times of tight budgets, the challenge was to encourage more of these add-ons. DDB Group Aotearoa NZ, in collaboration with LUMO, hacked digital billboards by using the small screen at the bottom, which had previously displayed the LUMO logo. They showcased popular add-ons using McDonald's sales data, creating a world-first combo that didn't cost extra.
Media Agency: OMD New Zealand
Creative Agency: DDB Group Aotearoa
Out of Home Format: Large Format Digital Billboards
CANNES BRONZE WINNER - SAMSUNG NZ - DIFFERENT
Aotearoa: Apple were always so… “different”. From the way they told us to think, to the way their products made us feel. But now, we live in a world where almost every single hand has an iPhone in it. What was once originality, is now conformity. It’s 1984 all over again.
So, Samsung launched their most unique phone to date, the new Galaxy Z Flip5, with a campaign about thinking different, inspired by conformity. A campaign that used Apple’s ideology against them. A campaign that invited people to think different once again by making the switch to Samsung.
Media Agency: Spark Foundry
Creative Agency: DDB Group Aotearoa
Out of Home Format: Large Format Digital Billboards
CANNES GOLD WINNER - BRITISH AIRWAYS - WINDOWS
UK: British Airways Out of Home campaign was part of its 'A British Original' positioning, celebrating the important journeys in life that help shape a customer's future. The new series 'Windows' captures the wonder on customers’ faces when they look out of an aircraft window and onto the world from 35,000ft.
Creative Agency: Uncommon Creative Studio
Out of Home Format: Large Format Billboards
CANNES GOLD WINNER - MAGNUM ICE CREAM - FIND YOUR SUMMER
Spain/UK: Ice cream is seasonal, and in winter people often deny themselves the pleasure of Magnum in the months when they also miss out on other joys, like basking in the sun. This initiative aims to shift that perception, highlighting that moments of summer can still be found, even in winter. In the UK, they ran an Out of Home focus in Glasgow, with digital posters identifying specific locations from weather data where moments of summer can be found. People can also find their own summer spots in real time, no matter where they are, here.
These geo-located spots allow customers to literally find their summer and enjoy a Magnum.
Media Agency: Mindshare UK
Creative Agency: Lola MullenLowe
Out of Home Format: Digital posters
CANNES GOLD WINNER - JCDECAUX SPAIN - MEET MARINA PRIETO
Spain: Using hundreds of unused spaces to share Marina Prieto’s 54 Instagram Posts. The entire Metro was filled with her: going for a walk, sunbathing in the garden or napping. Just her photos: not a single logo nor CTA inviting to follow her. They just waited. The campaign was so successful that within a few hours, social media was flooded with this question: Who is Marina Prieto, and why is she everywhere? Then, after weeks of expectation, JCDecaux/DAVID revealed the big mystery at the Spanish Effie Awards - proving that subway advertising really works with a sweet, funny, and viral campaign.
Client: JCDecaux
Advertising Agency: DAVID Madrid
Out of Home Format: Subway
