Jury honours Outdoor ads that went outside the box
The outdoor jury awarded two Grands Prix this year – one for traditional outdoor and one for non-traditional.
THE WINNER of the traditional pool is a Twitter campaign, from Twitter, San Francisco, including 10 distinct advertising executions — Cannabis, Gloria Steinem & Dorothy Pitman Hughes, Muhammad Ali, Putin, Sonogram, Prince, Saturday Night Live, Hans Up and Eyes Hillary Clinton & Donald Trump. The non-traditional winner is ‘Fearless Girl’, a powerful piece of statue art entered by McCann New York on behalf of State Street Global Advisors.
In a world where so many people walk along staring into mobile phone screens, Outdoor jury president Bruno Bertelli, global chief creative officer at Publicis Worldwide, said: “We had two criteria for outdoor entries. Would I look up? And would I give a shit? We were looking for work that had the potential to grab attention and engage with our minds.”
Both winners fulfilled the criteria, he said. While ‘Fearless Girl’ generated huge amounts of PR, the Twitter campaign was “simple, engaging, relevant and iconic.” In the latter example, Twitter ran a series of advertising executions which depicted images of live political and social issues such as pollution, race relations and gun control. The only branding that revealed the fact that the campaign was from Twitter was the use of a large hashtag logo.
In addition to the Grand Prix, the jury awarded Gold Lions to 20 campaigns, six from the US, three each from Brazil and the UK, and one each from Australia, Canada, Colombia, Germany, India, Mexico, Singapore and Spain. Bertelli praised outdoor’s ability to “make iconic brands even more iconic.”