UberEATS’s Get Almost Almost Anything campaign is the Grand Prix winner for the Outdoor Media Association's (OMA) 2023 Creative Collection competition.
The Grand Prix was chosen from 20 campaigns— all winners of the quarterly Creative Collection competition, which has been run by the OMA since 2013. In total, 135 campaigns were submitted for judging in 2023.
OMA CEO Elizabeth McIntyre says UberEATS took home the grand prix prize for 2023 because of its iconic branding.
"The clever copy evokes an emotional response from the audience, and the vibrant green hue adds to its eye-catching allure. OOH is most effective when it's both simple and clever, and UberEATS has certainly mastered this art," she says.
The Grand Prix 2023 guest judges included Jane Burhop, creative director/co-founder, Common Ventures; Mario Lendvai, co-founder, Broken Yellow; Mick Lakin, creative director, DesignStreet; and Steve Bristow, Creativa.
Burhop says UberEATS has created the type of brand recognition that everyone wants.
"This campaign exemplifies the successful utilisation of a strong brand identity while maintaining a dynamic and creative approach," she says.
Lendvai says there are a lot of trends in OOH but keeping it simple, clear, and funny is hard to beat.
"UberEATS is a worthy winner of the 2023 Grand Prix prize," he says.
Lakin says the UberEATS campaign is instantly recognisable and was everywhere when it was live.
"The striking use of their trademark green, along with clever yet simple concept and execution, made it a standout. Congratulations to the creative team behind it," he says.
Bristow says even with your eyes closed, the unmistakable identity of UberEATS shines through.
"A true sign of a great OOH creative," he says.
Also judged on the day was the quarter four Creative Collection 2023 competition, with 32 entries submitted by OMA members including Bishopp, Cartology, goa, GoTransit, JCDecaux, oOh!media, QMS, Revolution360, Scentre Group Brandspace, TorchMedia and VMO.
The quarter four 2023 guest judges were Annabelle Nielsen, Cartology brand and communications manager; Flora Lolev, Revo Fitness marketing manager; Burhop; and Jerry Yip, LUMOS chief of design and experience and co-founder.
Lolev says R.M. Williams did a great job of grabbing attention in such a saturated market, on George St, in store and online.
"The impact of the Outdoor asset was the result of an amazing creative out of the box idea, and the in-store activation delivered an amazing omnichannel experience," she says.
Nielsen says the square campaign was a great demonstration of innovation in out of home, with a really clear creative concept that would surprise and delight commuters.
"The claw machine was definitely a standout, strategically located in a high traffic area to stop commuters in their tracks, following through to encourage conversion for those retailers who use Square," she says.
Yip says with the power of digital technology, there’s more creative opportunities in OOH than ever before.
"The Officeworks Black Friday Sale campaign stood out in the Best Use of Digital category, as it utilised a custom built real time feed to update campaign creatives across DOOH enabled assets, dynamically reflecting current prices and featured products as stock levels changed rapidly on one of the busiest retail days of the year," says Yip.
The OMA’s Creative Collection celebrates the big, bold, and audacious canvas that is Out of Home by recognising exceptional campaigns each quarter and awarding a Grand Prix for the year. Campaigns are judged across the following categories:
- Big, Bold, and Bright
- Best Use of Multi-Format
- Best Use of Digital
- Innovation in Out of Home
- Out of Home for Good
2023 Grand Prix winner
2023 Grand Prix
Campaign: Get Almost Almost Anything
Advertiser: Uber Eats
Creative agency: Special Group
Media agency: EssenceMediacom
Printer: N/A
Q4 2023 Creative Collection winners
Big, Bold and Bright Winner
Campaign: R.M.Williams George Street Store Opening
Advertiser: R.M.Williams
Creative agency: Rizer & R.M.Williams in-house creative team
Media agency: Audience Precision
Printer: N/A
Best Use of Multi-Format Winner
Campaign: Aquaman and the Lost Kingdom
Advertiser: Warner Bros.
Creative agency: C/O Warner Bros. Pictures
Media agency: EssenceMediacom
Printer: Hogarth & JCDecaux
Best Use of Multi-Format Honourable Mention
Campaign: Telstra Christmas
Advertiser: Telstra
Creative agency: The Monkeys
Media agency: OMD
Printer: Grand Print Services/Priority Printing
Best Use of Digital Winner
Campaign: Black Friday Sale
Advertiser: Officeworks
Creative agency: CHEP
Media agency: Initiative
Printer: N/A
Innovation in Out of Home Winner
Campaign: Square Ecosystem: Innovation Pop Up
Advertiser: Square
Creative agency: Square (in-house) x POLY
Media agency: Alchemy One
Printer: N/A
Innovation in Out of Home Honourable Mention
Campaign: Holiday Campaign
Advertiser: Amazon
Creative agency: MBCS (Mediabrands Content Studios)
Media agency: Rufus
Printer: Grand Print Services
Out of Home for Good Winner
Campaign: AAMI Braille
Advertiser: Shift20 Initiative in collaboration with the Dylan Alcott Foundation/AAMI
Creative agency: Special Group
Media agency: PHD
Printer: Grand Print Services
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