MediaPost and The DPAA present the Digital Out-of-Home Awards

The Digital Out-of-Home Awards honor the most creative, innovative and effective advertisements in digital out-of-home media. We recognize the best work in out-of-home venues, innovative work by industry vertical and the the best uses of the platforms themselves. Submissions are judged according to their creativity, innovation and how effectively each succeeded in breaking through to the consumer and achieving campaign goals.

The Digital Out-of-Home Awards will take place on November 1, 2017 at the DPAA Video Everywhere Summit


Entry Deadline: September 22

20 Categories Divided into Three Groups

Venue or Location-Based

Awards go to innovative campaigns executed in a venue or public space.

Platform

Best digital out of home campaign or execution utilizing one (or many) of the following platforms.

Marketing Sector

These awards go to outstanding digital outdoor campaigns promoting products in various marketing sectors.

2015 Best in Show

Platforms Digital Billboard/Signage

Androidify by PHD MEDIA for Google

Bigger is better. Consider Android’s real-world experience in Times Square. By creating the largest global interactive Ultra-HD OOH installation, Android users got to play with Android characters in a multi-player game or craft their own. The brand’s “be together, not the same” tag went viral, engaging users from more than 150 countries with 500K characters created. It was more than a marketing message; it was a global re-set on digital fun, generating 90 million earned media impressions and 159 million in social reach.

Credits: Stacy DeRiso, Global Account Director, PHD US Sean Tate, Planning Director, PHD US Cameron Luby, Director of Strategy, Google Media Lab

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2015 Member Choices

Best Brand Execution Within a Specific Marketing Sector Automotive

Chevy Trax #HiddenGems by Posterscope USA for Chevrolet Trax

Chevrolet created a millennial-targeted campaign in New York, LA and Chicago. To promote the Chevrolet Trax, billed as a “city-smart SUV,” the work utilized street-level interactive media. Passersby selected their interests on a dynamic outdoor screen. After they were asked to choose between subjects, “hidden gems,” various locales in their city, were revealed. The fun, impromptu effort promoted the new car and offbeat urban destinations. Plus, Chevy #HiddenGems drove attention; it garnered over 3 million market impressions, with about 2,000 consumer engagements per week.

Credits: Posterscope: VP DIRECTOR: Jessica Freely ASSOCIATE DIRECTOR: Dawn Rivard ASSOCIATE DIRECTOR: Mindy Zonis ASSISTANT: Adam Toolin CEO: Helma Larkin SVP DIRECTOR: Martin Porter VP STRATEGY: Jeff Tan Pearl Media: SALES REPRESENTATIVE: Anthony Petrillo Commonwealth: CHIEF CREATIVE OFFICER: Gary Pascoe CREATIVE DIRECTORS: Kathy Speck & Rich Weinert ART DIRECTOR: Andy Ozark COPYWRITER: Joel Wescott       PROJECT MANANGER: Keats Dolgin ACCOUNT DIRECTOR: Rebecca Chow   ACCOUNT EXECUTIVES: Chris Skalsky & Phil Nardone Fleishman: ACCOUNT SUPERVISORS: Greg Brown & Sam Mertins Carat: GLOBAL PRESIDENT, GM: Alex Crowther NORTH AMERICAN BUSINESS DIRECTOR, COMMUNICATIONS PLANNING: Abbey Berryman SVP, GROUP DIRECTOR, CHEVROLET US: Nick Johnston VP, DIRECTOR, COMMUNICATIONS PLANNING: Adam Comstock DIRECTOR, COMMUNICATIONS PLANNING: Gabrielle Jarvis ASSOCIATE DIRECTOR, COMMUNICATIONS PLANNING: Courtney Powers SUPERVISOR, COMMUNICATIONS PLANNING: Malauri Rowland ASSOCIATE, COMMUNICATIONS PLANNING: Kristen Ridenour

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Platforms 2015 Winners

Platforms Experiential

Orange Is The New Black - Season 3 by Kinetic for Netflix/Orange Is The New Black

To promote the premier of Netflix’s Orange Is the New Black’s third season, Kinetic set up interactive photo booths that looked like 14-foot votives in New York’s Times Square. Passersby were invited to step in, take a selfie and upload it to social media. The photos would then appear on two billboards and the side of a double-decker bus. Afterward, participants were encouraged to snap selfies in front of their votive-themed mug shots, ensuring an extra wave of social media exposure.

Affiliated Agency: Grandesign, Media Agency

Credits: Cherie Johnson, Managing Director, Kinetic Rebekah Zabarsky, Associate, Kinetic Keanne Okabayashi, Associate, Kinetic

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Platforms Bus & Bus Stops

Share A Coke: Smile activated vending machine by Grand Visual for Coca Cola

Grand Visual's campaign for Coca Cola dispensed a free can of soda in exchange for a smile. Two vending machines at bus shelters in Chicago that used facial recognition technology dispensed bottles of Coke in return for a smile at certain times of day over a two-week period. The machines also enabled consumers to create their own personalized Coke bottles by entering details via touchscreens in the bus shelters. The campaign resulted in over 6200 interactions.

Affiliated Agency: Starcom MediaVest, Widen+Kennedy

Credits: Coca Cola Grand Visual Atomic Props & Effects

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Platforms Augmented Reality

Show Your Disney Side by Grand Visual for Walt Disney Parks & Resorts

Disney Parks installed a storefront facade to shadow shoppers as they passed by, only the shadows were of Mickey, Minnie, Goofy, Anna, Elsa, Olaf, and other Disney characters. Grand Visual's augmented reality bought the concept to life. Filming a live event brought the love for the characters to life. Uploaded to Disney's social pages, within the first 48 hours the video had 58 million views across Facebook and YouTube, 1.2 million shares, thousands of comments, and tons of smiles.

Credits: 1. Vice President Creative Inc - Duncan Wardle - Disney Parks 2. Vice President Digital Marketing - Tom Aronson, Disney Parks 3. Digital Marketing Director, Alex Ruiz, Disney Parks 4. Digital Marketing Manager, John Rogers, Disney Parks 5. Creative and Technology Director - Dan Dawson, Grand Visual 6. Technical Director - James Dean, Grand Visual 7. Digital / MGFX Director - Ric Albert, Grand Visual 8. Production Director - Ben Putland, Grand Visual 9. Lead Producer - Nadiya Abubakar, Grand Visual 10. Digital Producer - Rebecca Jean-Louis, Grand Visual 11. Motion Graphic Designer - Joe Brooks, Grand Visual 12. Broadcast Video Director - Jay Hatcher, Disney Parks 13. Broadcast Producer - Dana Conte, Creative Entertainment, Disney Parks 14. Social Film Director - Rory McKeller, Grand Visual 15. Director of Photography - Charles Heales, Grand Visual 16. Editor - Jonah Maddox, Grand Visual

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Platforms Digital Billboard/Signage

Androidify by PHD MEDIA for Google

Bigger is better. Consider Android’s real-world experience in Times Square. By creating the largest global interactive Ultra-HD OOH installation, Android users got to play with Android characters in a multi-player game or craft their own. The brand’s “be together, not the same” tag went viral, engaging users from more than 150 countries with 500K characters created. It was more than a marketing message; it was a global re-set on digital fun, generating 90 million earned media impressions and 159 million in social reach.

Credits: Stacy DeRiso, Global Account Director, PHD US Sean Tate, Planning Director, PHD US Cameron Luby, Director of Strategy, Google Media Lab

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Best Venue/Location Based Execution 2015 Winners

Best Venue/Location Based Execution Wildcard (venue not covered in any of the above categories)

The Island Immersion Room by SapientNitro for Fisher Island

Fisher Island, located off the coast of Miami, is home to real estate for the uber rich, where apartments sell for upwards of $10 million. To help agents sell space in a new building, Palazzo del Sol, SapientNitro created an Island Immersion Room. At the center of the room is an interactive table that’s surrounded by video walls that can easily be customized with floorplans, design renderings and views from a balcony that doesn’t exist. In three months, 50% of the building was sold.

Credits: Worldwide Chief Creative Officer: Gaston Legorburu North America Chief Creative Officer: Gary Koepke Executive Creative Director: Robert Kleman Executive Creative Director: Matthew Atkatz Creative Director: James Allen Creative Director: Andrew Goldstein Creative Director: Eddie Gomez Associate Creative Director: Cesar Santos Associate Creative Director: Matt Kelsen Senior Art Director: Frank Gomez Creative Technologist: Steve Cucinotta Senior Designer: Hugo Broche Senior Designer: David Iglesias Senior Designer: John Gonzalez VP Client Services: Matt Kujawa Senior Account Director: Debbie Casey Account Manager: Melissa Acosta Director of Technology: Jay Wilson Senior Manager, Interactive Development: Alex Toledo Senior Manager, Mobile Solutions: Ben Wakeman (2S) Developer, Mobile Solutions: Jenelle Walker (2S) Luis Giron – Sound Designer Alejandro Roses – Motion Artist Ariel Bellumio – Post Supervisor

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Best Venue/Location Based Execution Transit: Airplane/Train/Bus/Subway

#TinyBubbles by Kinetic for Lipton

Kinetic’s #TinyBubbles installation inside Grand Central Station supported the launch of Lipton’s Sparkling Iced Teas, a line of lightly carbonated beverages. Animated projections on transparent screens showed people elevated by flurries of tiny bubbles. The intent was to keep a crowd engaged with the display, often the most challenging aspect of any out-of-home branding. A face-tracking measurement device found a 43% rate of engagement, with a 37.1 second average dwell time— high when compared to the viewership of most online rich media.

Credits: Mike Gamaroff – Managing Director, Kinetic Active Fred Navarrete – Account Service Manager, Kinetic Tom Cugini – Director, Mindshare Tom Le Bon - Lead Motion Designer, Candyspace

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Best Venue/Location Based Execution Park/Sports Arena/Stadium Concert Venue

Game Central by RP3 Agency for Norfolk Southern

As official sponsor of the Club Level at Washington, DC's Nationals Park, Norfolk Southern teamed with RP3 to showcase the railroad's historical legacy as well as its future through innovative technology. Working with LA-based firm The Character Shop, RP3 created a dynamic “Game Central" display featuring model trains that move in real-time to present game scores and stats, an elevated model train, and a mural portraying Norfolk Southern's long-time connections to baseball. The campaign drove engagement and heightened brand awareness among fans.

Affiliated Agency: The Character Shop, production designer, animatronics

Credits: Kurt Roberts, RP3 Agency Chief Creative Technologist; Bryan Cox, RP3 Agency System Architect; Michael Kahane, RP3 Agency Creative Technologist; Jeremy Hilts, RP3 Agency Creative Technology Director; Tracy Rotton, RP3 Agency Front End Architect; Julie Smith, RP3 Agency Creative Technologist; Sarah Goldman, RP3 Agency Creative Technologist; Jim Lansbury, RP3 Agency Executive Creative Director; Michael Carpenter, RP3 Agency Creative Director; Chris Sheldon, RP3 Agency Art Director; Kyle Knauff, RP3 Agency Account Executive; Jacqui Hannigan, RP3 Agency Media Strategy; Donna Schoch-Spana, RP3 Agency Producer

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Best Venue/Location Based Execution Mall/Retail

Show Your Disney Side by Grand Visual for Walt Disney Parks & Resorts

To bolster its #DisneySide activation and refresh the social engagement around it, Disney Parks turned to projection technology. It installed a storefront façade that projected the shadows of passing shoppers - but those shadows came in the form of Disney mainstays (Mickey Mouse, Goofy, Olaf and others). To capture the reaction of passersby, Disney Parks posted a video crew nearby. The footage was circulated and shared widely via social media, where it generated 58 million views on Facebook and YouTube in its initial 48 hours.

Credits: 1. Vice President Creative Inc - Duncan Wardle - Disney Parks 2. Vice President Digital Marketing - Tom Aronson, Disney Parks 3. Digital Marketing Director, Alex Ruiz, Disney Parks 4. Digital Marketing Manager, John Rogers, Disney Parks 5. Creative and Technology Director - Dan Dawson, Grand Visual 6. Technical Director - James Dean, Grand Visual 7. Digital / MGFX Director - Ric Albert, Grand Visual 8. Production Director - Ben Putland, Grand Visual 9. Lead Producer - Nadiya Abubakar, Grand Visual 10. Digital Producer - Rebecca Jean-Louis, Grand Visual 11. Motion Graphic Designer - Joe Brooks, Grand Visual 12. Broadcast Video Director - Jay Hatcher, Disney Parks 13. Broadcast Producer - Dana Conte, Creative Entertainment, Disney Parks 14. Social Film Director - Rory McKeller, Grand Visual 15. Director of Photography - Charles Heales, Grand Visual 16. Editor - Jonah Maddox, Grand Visual

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Best Brand Execution Within a Specific Marketing Sector 2015 Winners

Best Brand Execution Within a Specific Marketing Sector Travel & Tourism

A Better Wingman by Mediahub for JetBlue

Mullen set up an interactive display portraying a Jet Blue crewmember who demonstrated the airlines' legroom, 36 TV channels and unlimited snacks. While the crewmember looked like a recorded video, she was actually live in the screen and could see and hear everyone that approached the installation, and note what they were doing and wearing. A video of the three-day event was shared and watched more than 1 million times in less than one week.

Credits: Mediahub: Keith Lusby, SVP Group Media Director Shoshana Levine, Senior Media Planner Lauren Meyers, Media Planner Kelsey Capobianco, Media Planner Mullen: Tim Vaccarino, SVP Executive Creative Director Dave Weist, SVP Executive Creative Director Ben Salsky, VP Associate Creative Director Dan Madsen, Associate Creative Director & Director Evelynne Scholnick, Copywriter Scott Petrichko, Art Director Eric Skvirsky, Content Producer Nick Brecken, Associate Editor & Videographer Chris Zuppa, Animator Drayton Martin, SVP Group Account Director Jaclyn Ruelle, VP Account Director, PR Rapport: Ashley Moll – Associate Media Director Andrew Weinstein – Junior Account Executive. Pearl Media: Anthony Petrillo, Executive Experiential Producer, Daniel Odham, Experiential Producer.

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Best Brand Execution Within a Specific Marketing Sector Financial Services

First Niagara Online Account Opening Promotion by SapientNitro for First Niagara

First Niagara used clever out-of-home ads to sell the idea of online accounts. The impetus was to promote the bank’s new online opening page. The twist was turning the digital billboards into Wi-Fi hotspots or Ethernet cables. The creative less-is-more campaign redefined banking, making any network connection a local branch! That push had the added bonus of transforming smartphones into media placements. Plus, it turned what is often a stodgy industry, banking, into a hip player in a mobile-driven world.

Credits: Gaston Legorburu - Worldwide Chief Creative Officer, Chad Borlase – Creative Director, Michael Siegers – Snr. Art Director, Dan Cummings – Snr. Writer, Kate Turner – Account Director, Howie Howatson - ECD, Daz McColl - Global Chief Brand Strategy Officer, John Herman - Media Director

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Best Brand Execution Within a Specific Marketing Sector Consumer Packaged Goods

Love Is On by MediaCom for Revlon

What sells better than sex? Well, Revlon’s answer to this is “love”. As Revlon was seeking ways to redefine itself in the sea of competitors, it celebrated the connection between beauty and love. The moment makeup in on, love is on. An interactive 3,000 sq ft digital billboard was installed in the world’s most visited place – New York City’s Times Square. As a result, million of women from around the globe showed how the love was on using the #LoveIsOn hashtag.

Affiliated Agency: AR New York (Creative) Lippe Taylor (PR Agency)

Credits: Kristin Goodloe, MediaCom, Managing Partner Mark Fortner, MediaCom, Managing Partner, Head of Innovation Jasmine Belassie-Page, MediaCom, Digital Media Director Gusto Marulanda, MediaCom, Director of Design and Digital Innovation Manuela Ruiz, MediaCom, Creative Director Stu Weiner, MediaCom, Director of Branded Content and Production Kiki Rees, Revlon, SVP, Global Consumer Engagement Lauren Wexler, Revlon, Senior Director, Global Media Martine Williamson, Revlon, VP, Marketing Tracy Nix, Revlon, VP, Marketing

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Best Brand Execution Within a Specific Marketing Sector Wildcard (industry not covered in any of the above categories)

Power of Sport by MediaCom for Shell

Shell enhanced its image as a company committed to sustainable energy solutions and humanitarianism with the awesome “Power of Sport.” Using kinetic energy tiles, the company created the first player-powered soccer field, in a poor Rio de Janeiro neighborhood. MediaCom publicized the effort to a broad audience through multiple platforms, with branded content created by Conde Nast. Sixteen million impressions were generated from social conversation and 35 million people were reached through Shell’s owned channels. Videos telling the story had 80%+ completion rate.

Affiliated Agency: JWT (Creative Agency)

Credits: Nigel Robinson, Managing Partner, MediaCom Janie Debiol, Associate Director, MediaCom Worldwide Gavin McGrow, Global Strategy Director, MediaCom Worldwide Becky Jones, Group Account Manager, MediaCom Worldwide Libby Wright, Content Manager, MediaCom Worldwide Georgina Koenig, Senior Planner, MediaCom Worldwide Adam Cartwright-Howell, Media Executive Larry Swyer, Managing Partner, MediaCom US Geoffrey Campbell, Partner, Senior Director of Content, MediaCom US Jakob Reich, Digital Media Supervisor, MediaCom US Rachel Nowick, Communications Planning Director, MediaCom US Ana Pak, MBA Digital Associate Director, MediaCom Beyond Advertising UK Tatjana Udalova, Social Media Planner, MediaCom Worldwide Teo Van-Barthold, Junior Social Planner, MediaCom Worldwide Elizabeth Man, Paid Social Executive, MediaCom Worldwide Misha Sher, Partnerships Director, MediaCom Worldwide

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