The Brand Agency and Clemenger BBDO teams set to attend the Cannes Lions International Festival as winners of oH!’s Big Creative Awards
Garry Horner and Craig Buchanan from The Brand Agency (pictured left to right with Steve Danaher from oH!) and Richard Williams and Anthony Phillips from Clemenger BBDO (pictured below with Dahahar) are set to travel to the Cannes Lions International Festival to find out what it takes to produce the most effective out-of-home creative in the world.
The Brand Agency’s sinister vulture “Miles from anywhere campaign” and Clemenger BBDO’s cheeky regional out-of-home creative for Carlton Draught saw the two agencies announced as the overall Metro and Regional winners of oOh!media’s Big Creative Awards
The winning executions were chosen from 16 shortlisted finalists for best meeting the ‘Five Golden Rules’ of good billboard creative, which were developed by oOh! last year following extensive consumer research.
Over the past nine months all creative run on oOh!’s billboards across Australia was automatically entered into the Big Creative Awards program, which was established by oOh! to recognise and build awareness of effective outdoor advertising after the poor showing of Australian out-of-home creative at Cannes last year
Clemenger’s Richard Willams believes oOh!’s Awards were a timely focus on creative for billboards.
Says Williams: “This competition has reminded agencies to think harder about developing campainable attention grabbing creative that delivers results to the client rather than just developing one-off stunts. We’re honoured to be a winner and it’s certainly focused our attention on the quality of creative work for out of home advertising.”
The Brand Agency’s Garry Horner commended oOh! for their initiative saying: “Large format billboards provide us with a huge canvas with which to creatively and effectively engage consumers, but you have to stick to the basics, which for us are simplicity, surprise and a smile. Luckily for us we have a client who shares this belief and this award is testament to that.”
The Five Golden Rules for any billboard to be most effective are: simplicity, clear branding, visual appeal, language and innovation.
The Brand Agency’s RAC creative that features four sinister vultures peering down from a freeway billboard reminding passing motorists of the value of RAC membership won the Metro prize, as oOh!’s judging panel said it was extremely innovative and both cleverly and effectively executed.
Says National oOhroad! manager, Steve Danaher: “Motorists heading out of Perth can’t miss the RAC creative, with its clever message ‘Yep, you’re miles from anywhere’, on bright yellow background that reinforces the RAC branding and ensures it’s easy to read, understand and also entertains.”
Carlton Draught’s “Best served with …” campaign by Clemenger won the Regional prize and was chosen for its cheeky, witty copy that appeals to the target demographic, plus its visual clarity.
Danaher added: “Its simple use of clear yellow copy and imagery on a black background ensure the copy is easy to read and the beer is seen in a matter of seconds. Congratulations to Clemenger BBDO and The Brand Agency Winning this Award is recognition that their creative works harder and more effectively than most. Running these Awards has enabled us to showcase some of the better billboard advertising in Australia, that are not just creative but effectively reach out to the consumer.”
5 Comments
Nice one Gazza!
Well done Gaz. It won’t be the same there without me though.
Awesome, Gaz, well deserved.
You are a legend Ant Phillips. Congratulations you deserve it all !!!!! Jo and Leigh
Who did the seamless photoshop job of dropping Buchanan in.