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Inside Outdoor News, views and opinions from the Australian Out of Home industry
September 2017

Craft: not cool, but crucial

Craft: not cool, but crucial
News Round Up
Out There - Local
Out There - International
International Profile

This month the OMA announced the quarter two winners of Creative Collection, a competition that celebrates creative and innovative Out of Home (OOH) campaigns in Australia. Over the years, our judges have often discussed the role craft plays in developing successful campaigns. As technology transforms OOH, what affect will this have on creativity? How can creatives and advertisers make the most out of OOH’s shiny new features? 

To answer these questions we invited Alison Tilling, Head of Planning at BMF, and a Creative Collection judge, to share her opinion on the crucial role craft plays in the success of campaigns.

Craft beer. Artisan bread. Pickles… there are so many areas where craft is king. Yet the dominant narrative in media land is speed, agility and hustle. ‘Craft’ for agencies has become a synonym for polishing something up, often going at warp speed on what should be a considered process.

While craft in advertising may not be considered cool, it’s become more crucial than ever. It’s crucial to effectiveness, creativity and realising the full potential of an idea. In order to get the best out of OOH, we need to reposition craft.

We know that at its best, OOH works on many levels, from instant brand recognition to creating environmental and cultural associations. It’s one of the few media channels that can instantly broadcast messages or let your campaign message stand tall for a fortnight or more – that’s aeons in a communications landscape where so much is a fleeting glimpse in a feed.

The ‘great outdoors’ requires campaigns to be memorable, have high impact and be engaging with consumers – for this to be achieved craft must be prioritised by everyone. We shouldn’t view craft as perfectionism, we should be understanding that true crafting is when there is constant questioning.
It can mean completely reformulating what you’re doing, adapting to hyper local environments, and even adjusting to the time of day.

The recent Nike 
‘no turning back’ campaign won best creative execution in the Creative Collection competition because it’s a great example of how OOH is a contextually relevant media channel. The campaign was motivational, inviting the inner west to go for a run on a winter’s evening, challenging commuters during evening rush hours to ‘just do it’ and run home, rather than taking the less energetic option of driving.

Crafting can also be reductionist, taking things away rather than trying to polish them to infinity – and this can make the constituent parts more powerful. We awarded the best use of traditional OOH to Hungry Jacks for its ‘$1 Coffee’ campaign for this reason – there was temptation to add more information but they resisted it well. The outcome? A clear message communicated directly to the target audience.

No longer can craft be the sole province of the finished artist and art director – it’s key along the whole journey from problem to solution.
John Hegarty*, the ‘H’ of ad agency BBH said, “Don’t hire famous directors, hire directors and make them famous.” That’s a great way of thinking because it makes craft everyone’s responsibility. Craft isn’t something that should be left for the crafters to do at the end to try make everything work, but an essential element for everyone to consider along the way, with OOH being the ultimate litmus test.

*Cited by Rebecca Stewart, The Drum


Anatomy of Out of Home – Creative craft
In this month’s Anatomy of Out of Home we look at ‘craft’ and some of the best creative from the 2017 Cannes Lions Outdoor winners.
To see the proof, download the slide series.

News Round Up


Big Screen Video reveals its evolution with LED in OOH


goa offers local charities share of $1 million


Nielsen reveals OOH is 4x more effective at driving online activity


APN Outdoor reaches 100 digital billboards


QMS soars into Sydney
and signs three year FFA contract


Bishopp expands into 19 airports


Creative Collection winners announced

The quarter two Creative Collection Competition attracted 36 submissions from OMA members and saw a quarterly Grand Prix winner announced.

Guest judges included Hannah Swarbrick, Marketing Executive, goa; Damian Potter, Commercial Director, APN Outdoor and Alison Tilling, Head of Planning, BMF.

Congratulations to the winners!

Find out more.

Out There – Local

goa teams up with RACQ to find QLD’s cutest pet

RACQ insurance has teamed up with goa to search for Queensland’s cutest pet selfie, receiving over 26,000 entries in the first two weeks alone.
Find out more.

JCDecaux teams up with the AFL and OOH live streaming

AFL and JCDecaux have introduced an Australian-first livestreaming campaign, featuring several well-known players, allowing the public to interact in real time.
Find out more.

Adshel brings commuters IKEAs new catalogue

Adshel and Australian Radio Network have joined forces with IKEA to launch its latest catalogue and bring commuters converted bus shelters with comfy living room displays.
Find out more.

Coca-Cola changes branding to say ‘yes’ to marriage equality

Coca-Cola has started a ‘yes’ campaign in Australia to encourage voters to say yes to marriage equality in the lead up to the postal survey.
Find out more.

Out There – International


The United Nations has launched its global campaign for World Humanitarian Day that tells the stories of civilians in war and conflict areas.
Read more.

Walls can unite

North Face is the latest brand to use Outdoor advertising to spread positive messages in its campaign.
Read more.

Gucci launches new fragrance with hand painted OOH

Fashion brand Gucci has launched ‘Gucci Bloom’ using the almost forgotten art of hand-painted Outdoor advertising. 
Read more.

Outdoor ads bring modern Britain to life

Outdoor advertising space across the UK has be taken over by photographs of contemporary British life for the second Portrait of Britain exhibition.
Read more.

International Profile

South Africa

Population: 55 million+

  • OOH advertising expenditure (2016): AU$161.9 million
  • OOH as a % of total ad-spend (2015): 3.8%
  • Top advertising categories include: Telecommunications companies, FMCG**

Source: Zenith Media, PwC South Africa**


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