Cummins Ross and The Brand Agency win third round of Ooh!media’s BIG Creative Awards
The winners of the third round of oOh!media BIG Creative Awards have been announced with Best Metro Campaign going to CumminsRoss, Melbourne for Fonterra ‘Mammoth Milk’ and Best Regional Campaign to The Brand Agency, Perth for RAC ‘Miles from anywhere’.
The RAC billboard features four sinister vultures peering down from a freeway billboard, reminding passing motorists of the value of RAC membership.
The campaign by The Brand Agency was joined by the Cummins Ross ‘Mammouth works overtime’ billboard for Fonterra’s Mammoth Milk.
The BIG Creative award program was established by oOh! earlier this year to help improve the standard of billboard creative in Australia.
Says national oOhroad! manager, Steve Danaher : “Our awards are not only about giving recognition to the most creative, but about rewarding creative that really works for the client, based on the five fundamentals of good billboard creative based on consumer research.
Our research with consumer’s show that the Five Golden Rules for any billboard to be most effective are: simplicity, clear branding, visual appeal, language and innovation.”
oOh!’s judging panel said: “The Mammoth milk creative is clear, concise and simple which makes the branding and messaging really stand out and easy to capture for oncoming motorists. The RAC creative, with the clever message ‘Yep, you’re miles from anywhere’, clearly reminds drivers of the value of becoming a member of the RAC. The creative is executed perfectly given its location in regional WA and the use of 3D vultures ensures all drivers see this billboard and reinforces that the RAC will make sure you will not be stranded in the middle of nowhere.”
Both agencies will receive a $500 bar tab to celebrate their win, and have been shortlisted to compete for the major prize of return tickets to the Cannes Lions International Advertising Festival next June.
Agencies with billboard campaigns do not have to enter or register, instead they are automatically selected and assessed by the judging panel simply for having a metropolitan or regional billboard campaign with oOh!
5 Comments
Can someone post a link to the famous anti smoking billboard with vultures perching over a smoker at a bus stop? Exact rip off.
I don’t get the Mammoth one, can someone please explain it?
Me too. What is the Mammoth one all about?
Love the RAC one, don’t understand the other.
I think mammoth is perhaps a chocolate flavoured laxative drink. Or perhaps it comes with more fat and over time it makes you errr… What’s the word?