Defence Force Recruiting's 'Mobile Medic' campaign by GPY&R Melbourne has taken out four categories, including Best in Show, in the inaugural Locus Awards for out-of-home advertising.
See the 18 October issue of AdNews for the full Locus Awards supplement.
The campaign took out top honours in the Government/Public Service/Community, Experiential Campaign of the Year and Game Changer categories. It was also a finalist in Digital or Interactive Campaign of the Year and Ambient Campaign of the Year.
Other big winners were Bundaberg Rum's 'Road to Recovery' by Leo Burnett, which took out Travel/Transport/Tourism and Advertising Campaign of the Year, and Coca-Cola's 'Small World Machines', which won the Digital/Interactive and Ambient categories.
On the 'Mobile Medic' campaign, Locus Awards chairman Luke Chess said: “We've all seen this work do well at shows all around the globe, and why not? It's clever, and it selects its target with military precision. Not only a deserved winner, but after much animated discussion, this year's Locus Awards Best in Show.”
Joe Copley, managing director of Posterscope and Locus Awards judge, said: “It's important that our industry gets a bit more excited about the opportunities out-of-home offers brands. There's a lot to think about during campaign planning these days and I don't believe OOH always gets the attention it deserves.”
LOCUS AWARDS 2013
Best in Show
Winner
'Mobile Medic'
Defence Force Recruiting
GPY&R Melbourne
Automotive
Highly Commended
'Middle of Nowhere'
RAC WA
The Brand Agency
Finalist
'Fuming'
RAA SA
KWP! Advertising
Business/Finance/Banking/Insurance
Highly Commended
'My Wealth'
Commonwealth Bank
M&C Saatchi
Finalist
'Give Back'
Eftpos
M&C Saatchi
Beverages
Winner
'Upside Down, Glass and Corkscrew'
Platinum Blonde
Droga5
Winner
'Faces'
Coca-Cola
Leo Burnett
Finalist
'Dangerous Creatures and Debris'
Dry Rock
Droga5
Entertainment/Media/Leisure
Highly Commended
'Know No Boundaries'
The Sydney Morning Herald
Whybin TBWA Sydney
Finalist
'The Antidote to Boredom'
Google Australia
Mark/M&C Saatchi
Government/Public Service/Community
Winner
'Mobile Medic'
Defence Force Recruiting
GPY&R Melbourne
Winner
'Raingardens'
Melbourne Water
Marmalade Melbourne
Finalist
'Give Up Smokes For Good'
Drug & Alcohol Services South Australia
Jamshop
Finalist
'Man Therapy'
Beyondblue
Marmalade Melbourne
Food
Winner
'Laneways of Love'
Leggo's
BWM Melbourne
Finalist
'Hidden Veg'
Leggo's
BWM Melbourne
Retail Outlets
Winner
'When Inspiration Strikes'
eBay
Leo Burnett
Travel/Transport/Tourism
Winner
'Road to Recovery'
Bundaberg Rum
Leo Burnett
Finalist
'Totem, Lincoln and Easter Island'
Qantas
Droga5
Advertising Campaign of the Year
Winner
'Road to Recovery'
Bundaberg Rum
Leo Burnett
Finalist
'Small World Machines'
Coca-Cola
Leo Burnett
Digital or Interactive Campaign of the Year
Winner
'Small World Machines'
Coca-Cola
Leo Burnett
Finalist
'Mobile Medic'
Defence Force Recruiting
GPY&R Melbourne
Finalist
'How Far Would You Go For Fantastic Delites?'
Fantastic Delites
Clemenger BBDO Adelaide
Ambient Campaign of the Year
Winner
'Small World Machines'
Coca-Cola
Leo Burnett
Finalist
'Mobile Medic'
Defence Force Recruiting
GPY&R Melbourne
Finalist
'How Far Would You Go For Fantastic Delites?'
Fantastic Delites
Clemenger BBDO Adelaide
Experiential Campaign of the Year
Winner
'Mobile Medic'
Defence Force Recruiting
GPY&R Melbourne
Finalist
'How Far Would You Go For Fantastic Delites?'
Fantastic Delites
Clemenger BBDO Adelaide
Finalist
'In Your World'
ASOS
Play Communications
The Game Changer Award
Winner
'Mobile Medic'
Defence Force Recruiting
GPY&R Melbourne
Finalist
'Small World Machines'
Coca-Cola
Leo Burnett
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