Some of the best ads in the world have been simple out-of-home advertising propositions, such as the 1994 ‘Hello Boys’ Wonderbra ad featuring Eva Herzigova (which was voted the most iconic ad of all time last year), the Economist ‘Light Bulb’ ad which illuminated as pedestrians walked past, or perhaps even Tui's long-serving 'yeah right’ campaign, which has recently enlisted the services of a mobile billboard that will travel to renowned Ridge habitats in Auckland. So, in an effort to promote more of this outdoor magic and give both marketers and agency folk the opportunity to have some fun with the medium, The Outdoor Media Association of NZ is launching the Out There Challenge.
“For various reasons, some of the best out-of-home advertising ideas never see the light of day. So we want to remove as many obstacles as possible and let those of you who love outdoor advertising create something memorable. And with a myriad of advertising awards out there, we thought we’d just do things a little differently,” says Jo Davenport, marketing and communications manager at OMANZ. “There will of course be prizes, and a bit of glory too, because we want the best ideas to be seen, so winning entries will be posted on OOH sites (billboard, bus and poster) in full public view.”
The Australian outdoor body tried to promote the medium and the call for entries for its outdoor awards last year with a lost snake ad, an I'm with Stupid billboard and a sign in Melbourne welcoming people to Adelaide.
The challenges are designed to be simple to complete and will usually be live for just a few days. So to enter the first one, which requires a caption on a cat photo, click here and get your mates to vote for it. You’ll need to be fast though as it closes on Wednesday 19 September, with the winning entry in market during October.