University of Melbourne's 'Made Possible by Melbourne' has taken out the winning spot in the Outdoor Media Association's (OMA) Creative Collection grand prix.
Working across multiple out-of-home (OOH) platforms, the campaign constructed mock-up versions of research projects currently being conducted by the university. The 'free exhibition' saw bus shelters and other OOH platforms host an array of installations including robotic arms, 'super rice' and artificial human organ demonstrations. Each was accompanied by an audio track explaining the significance and background of the piece.
While there was more than 150 campaigns submitted into the competition, CEO of the OMA, Charmaine Moldrich said that University of Melbourne's work truly exemplified the creative possibilities of OOH advertising.
“The ‘Made possible by Melbourne’ campaign was undoubtedly the best example of how out of home is being used to its full potential by smart advertisers, engaging audiences across multiple platforms, complemented by mobile, to create an interactive experience that immerse audiences,” she says.
Moldrich also commented on the way 'Made in Melbourne' captured the attention of passersby and drove audiences to seek more information about the installations.
Jon Kelly, creative director of Iris Worldwide, called the campaign “rule breaking and brave”.
For the second year running, Bonds' 'The Boys' campaign by Clemenger BBDO Melbourne was given an honourable mention.
Beginning in 2013, the Creative Collection is a quarterly celebration of innovative OOH run by the OMA. Winners of the competition also appear in the biennial publication OPEN, an anthology of outdoor creative from Australia and around the world.
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