Outdoor
The Outdoor Spikes celebrate creativity experienced out of home.
Work will need to demonstrate ideas that engage in-the-field; work which leverages public spaces to communicate a message or immerse consumers in a brand experience.
Work will need to demonstrate ideas that engage in-the-field; work which leverages public spaces to communicate a message or immerse consumers in a brand experience.
Overview
Criteria considered during judging will predominantly be the idea and the execution.
There is no overall limit to how many times the same piece of work can be entered into Outdoor as long as the categories chosen are relevant.
However, the same piece of work may only be entered once in ‘A. Sectors: Billboards’ and/or ‘B. Sectors: Posters’.
In sections A and B each execution constitutes one entry and all executions must have run within the eligibility period.
In Sections C, D, E and F multiple executions can be entered as one entry however all Outdoor executions must have run within the eligibility period.
There is no overall limit to how many times the same piece of work can be entered into Outdoor as long as the categories chosen are relevant.
However, the same piece of work may only be entered once in ‘A. Sectors: Billboards’ and/or ‘B. Sectors: Posters’.
In sections A and B each execution constitutes one entry and all executions must have run within the eligibility period.
In Sections C, D, E and F multiple executions can be entered as one entry however all Outdoor executions must have run within the eligibility period.
A. Billboards: Sectors
Classic 2-dimensional sheet and static digital billboards made for standard billboard spaces including roadsides, highways and transit sides. The work in this Section should include a billboard media placement.
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics, cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
A02 Healthcare.
Pharma, OTC drugs, wellness.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
A05 Consumer Services / Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics, cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
A02 Healthcare.
Pharma, OTC drugs, wellness.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
A05 Consumer Services / Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context
B. Posters: Sectors
Classic sheet and static digital posters made for public spaces. e.g. supermarkets, shopping malls, airports, etc. The work in this Section should include a poster media placement.
B01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics, cars and automotive products & services.
* All fast food entries should go in B03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
B02 Healthcare.
Pharma, OTC drugs, wellness.
B03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
B04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
B05 Consumer Services / Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
B06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context
B01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics, cars and automotive products & services.
* All fast food entries should go in B03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
B02 Healthcare.
Pharma, OTC drugs, wellness.
B03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
B04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
B05 Consumer Services / Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.
B06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context
C. Digital Screens
All standard digital out of home (DOOH) advertising involving the use of non-static digital display screens to convey a message. For static digital billboards/posters please enter A. Billboards: Sectors or B. Posters: Sectors.
C01 Animated Digital Screens.
DOOH that uses linear motion picture / content or animation in the outdoor environment including, but not limited to, digital billboards, posters, transit displays and LED displays.
C02 Interactive / Dynamic Digital Screens.
DOOH that requires either interaction and active consumer engagement through the use of digital touchscreens, motion technology, social media and mobile integration or dynamic DOOH that uses personalised or real-time data that informs updateable content such as data-driven visualisation, responsive displays, conditional content.
C01 Animated Digital Screens.
DOOH that uses linear motion picture / content or animation in the outdoor environment including, but not limited to, digital billboards, posters, transit displays and LED displays.
C02 Interactive / Dynamic Digital Screens.
DOOH that requires either interaction and active consumer engagement through the use of digital touchscreens, motion technology, social media and mobile integration or dynamic DOOH that uses personalised or real-time data that informs updateable content such as data-driven visualisation, responsive displays, conditional content.
D. Ambient
Non-standard and free-format out of home work that leverages the use of public spaces, objects and environments in an unconventional manner.
D01 Displays.
Content on display including objects and promotional artwork designed to make a significant brand impact within the out of home environment. Work may be viewable in public spaces including exhibitions, installations and in-store displays.
* All traditional advertising sites entries should go in Section A. Billboards: Sectors or B. Posters: Sectors
D02 Promotional Items & Printed Media.
Promotional items and brand merchandise distributed in the out of home environment. Including, but not limited to, giveaways at events, retail stores, exhibitions etc.
* Please send physical samples for the jury to experience.
D03 Special Build.
Physical constructions and adaptations of outdoor sites including building exteriors, street furniture and large scale signage. This could include, but not be limited to, supersize sites, pop-up shops, 3D / non-standard shaped sites, ticket barriers and floor media.
D04 Live Advertising & Events.
Out of home activations that involve something live on the part of the advertiser and are witnessed by an audience in real-time. The work may include, but is not limited to live performances, demonstrations, branded concerts and promotional events.
D05 Interactive & Immersive Experiences.
Out of home activations that involve consumers. Including, but not limited to, experiential marketing, consumer and audience participation, physical interaction and interactive games, immersive storytelling, use of mobile, VR/AR/MR, installations and multidimensional experiences.
D06 Transit.
Non-standard or free-format advertising using vehicles or transit sites / locations. The work may include the use of cars, trains, buses, taxis, trucks, airplanes etc. or the use of transit and commuter advertising sites such as car parks, airports, stations (bus & train), ferry ports, roads and driving tracks.
D01 Displays.
Content on display including objects and promotional artwork designed to make a significant brand impact within the out of home environment. Work may be viewable in public spaces including exhibitions, installations and in-store displays.
* All traditional advertising sites entries should go in Section A. Billboards: Sectors or B. Posters: Sectors
D02 Promotional Items & Printed Media.
Promotional items and brand merchandise distributed in the out of home environment. Including, but not limited to, giveaways at events, retail stores, exhibitions etc.
* Please send physical samples for the jury to experience.
D03 Special Build.
Physical constructions and adaptations of outdoor sites including building exteriors, street furniture and large scale signage. This could include, but not be limited to, supersize sites, pop-up shops, 3D / non-standard shaped sites, ticket barriers and floor media.
D04 Live Advertising & Events.
Out of home activations that involve something live on the part of the advertiser and are witnessed by an audience in real-time. The work may include, but is not limited to live performances, demonstrations, branded concerts and promotional events.
D05 Interactive & Immersive Experiences.
Out of home activations that involve consumers. Including, but not limited to, experiential marketing, consumer and audience participation, physical interaction and interactive games, immersive storytelling, use of mobile, VR/AR/MR, installations and multidimensional experiences.
D06 Transit.
Non-standard or free-format advertising using vehicles or transit sites / locations. The work may include the use of cars, trains, buses, taxis, trucks, airplanes etc. or the use of transit and commuter advertising sites such as car parks, airports, stations (bus & train), ferry ports, roads and driving tracks.
E. Innovation in Outdoor
The creative and/or innovative use of the out of home medium to communicate the brand's message.
E01 Standard Sites.
Work created for standard out of home sites which pushes boundaries or broadens the scope of traditional out of home mediums including, but not limited to, billboards, posters, transit advertising, commuter rail, wallscapes, displays, street advertising.
* If you are submitting more than one execution please upload all executions in a single digital presentation image.
E02 Ambient Outdoor.
Work created for non-standard, ambient out of home sites which leverage public spaces, objects and environments and are forward thinking in their innovation.
E03 Technology.
Innovative use of technology to create out of home experiences, including but not limited to, the use of mobile with a strong out of home touch-point, holographic images, drones, AR, computer-generated imagery, algorithms and AI.
E01 Standard Sites.
Work created for standard out of home sites which pushes boundaries or broadens the scope of traditional out of home mediums including, but not limited to, billboards, posters, transit advertising, commuter rail, wallscapes, displays, street advertising.
* If you are submitting more than one execution please upload all executions in a single digital presentation image.
E02 Ambient Outdoor.
Work created for non-standard, ambient out of home sites which leverage public spaces, objects and environments and are forward thinking in their innovation.
E03 Technology.
Innovative use of technology to create out of home experiences, including but not limited to, the use of mobile with a strong out of home touch-point, holographic images, drones, AR, computer-generated imagery, algorithms and AI.
F. Culture & Context
Work that is brought to life through cultural insights and regional context.
If you are submitting more than one execution please upload all executions in a single digital presentation image.
F01 Local Brand.
Work for brands which are only distributed in a single locality that resonated with a specific target audience.
F02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
F03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. Entries should describe how the work was designed for the specific target market.
F04 Social Behaviour.
Work inspired by a specific audience / community, hinging on identifiable social behaviour.
F05 Cultural Insight.
Work inspired by a specific cultural insight stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
F07 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which address social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.
F08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
F01 Local Brand.
Work for brands which are only distributed in a single locality that resonated with a specific target audience.
F02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
F03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. Entries should describe how the work was designed for the specific target market.
F04 Social Behaviour.
Work inspired by a specific audience / community, hinging on identifiable social behaviour.
F05 Cultural Insight.
Work inspired by a specific cultural insight stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
F07 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which address social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.
F08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.