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Results announced: The Drum Awards for Out Of Home 2020

The Drum 25 Nov 2020 05:00
The results of The Drum Awards for Out Of Home have been announced for 2020.

The results of the Drum Awards for Out of Home have been announced for 2020, with the BBC, Klarna, Dettol and Spotify among the winning advertisers.

2020 has been a particularly challenging year for out-of-home. Thanks to a string of lockdowns and a rise in working from home, fewer people are commuting, shopping and generally spending time outside. But out-of-home remains a prestigious and exciting field, defying the rise of digital advertising by creating effective, innovative work.

The Drum Awards for Out of Home reward the best work from creatives and strategic thinkers, that have struck a chord with consumers and achieved real results. This year’s awards also included three new categories, to elevate work in direct response to the pressures of the Covid-19 pandemic. The results were announced in a virtual ceremony on Wednesday 25 November. Catch up below if you missed it.

The Drum is proud to present these awards in partnership with Alight Media.

Agency: DOOH.com, Kinetic Worldwide, Kinetic Ireland, Adtower, Alight Media, Boomerang Media, blowUP media, Clear Channel UK, Clear Channel Ireland, Hi! Street Digital Media, JCDecaux, Micromedia, MJ Flood Digital, Ocean Outdoor UK, Open Media, Orb Screen, Wide Eye

Campaign: #MyHeroes: Campaign to Celebrate Key Workers During the Pandemic

The campaign was live for eight weeks on 1292 sites. #MyHeroes had a tangible effect on people's lives, and authentically connected loved ones that couldn’t be together during an immensely difficult time.

Chair’s Award / Special Builds and Site Adaptions / Most Talked About

Client: BBC

For this category, the chair of the jury picks their favourite from the very best entries. This year's chair was Kevin Johnson, chief executive officer of MediaCom Canada.

Custom builds featuring a cluster of three-dimensional, bloody stakes were unassuming by day, but as night fell, created an unmistakable silhouette.

What the chair said: A much-talked-about campaign that really brings out the ‘oohs’ and ‘ahhs’. Fun and creepy, extremely fitting for the subject matter, creatively and technically well done, and a lesson in how to use out-of-home. When we look back at this in 20 years, we'll still be saying, "Damn that was good."

Agency: Zenith Media

Campaign: Dettol keeps London moving safely

By becoming a partner of TfL’s hand sanitizer scheme, they secured hundreds of sanitizer points at public transport stations across London. Dettol built their brand in a very visual and active way, providing a useful service to all of London’s travelling audience.

Most Effective Use of Live Updates

Client: United Airlines

Knowing New Yorkers hate to waste time, the campaign showed journey times from different locations using digital out-of-home and their dynamic content platform, Liveposter. The result was 750 digital units on taxis and transit shelters, updated every single minute of the eight-month campaign, reminding viewers how much precious time could be saved. Passengers agreed – United Airlines saw 840,000 more people going to Newark.

Extrasensory

Client: Klarna

Seeking to stand out from other outdoor advertising, the first-of-its-kind wall mural featured 901 dog toys fastened to the 90-foot long, 13-foot high installation. Of course, every dog walking by stopped to nuzzle, sniff, and bite the toys, leading every owner to spend minutes in front of the mural. It generated an average 178,407 weekly impressions among adults, and over four weeks, that number swelled to 713,628 - 82% of whom were dog owners.

A complete list of winners is available at the website for The Drum Awards for Out Of Home.

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