Lumo Digital Outdoor have announced the winners of their latest initiative – the Pixel Awards; a quarterly competition designed to inspire and celebrate dynamic and interactive creativity for the digital out-of-home sector.
“One of the things we noticed was missing from almost all outdoor advertising at the moment, particularly the roadside outdoor media, was the regular use of dynamic or interactive ad content,” CEO Phil Clemas says.
He puts this down to a few things following talks with agencies; one – they just don’t think about it, two – clients think it’s too hard or really expensive, three – OOH is often planned and booked too late and leaves no time for creativity.
“The Pixel’s are really about trying to break down all of those barriers. Firstly, to inspire and to educate about the dynamic and interactive capabilities, get creatives excited, allow the creative thinkers to get their imaginations flowing, and then they can put an idea together for a client. This is a chance to showcase creative work in a premium-quality, brand safe environment where advertisers can reach large audiences in a more contextually relevant fashion.”
Judging the first Pixel Awards proved challenging, due to both the quality and quantity of entrants. The judging panel consisted of a number of New Zealand’s creative luminaries, including Damon Stapleton, Lisa Fedyszyn, Steve Cochran and James Polhill.
“It was great to see so many interesting and progressive ideas in the way OOH might be used. But in the end, elegant simplicity was an ingredient too hard to ignore” Steve Cochran.
The 2019 Pixel Award went to the creative team of Charlie Godinet & Rob Graves from Colenso BBDO for their Mainland Cheese ‘Seconds’ concept. The team took home a prize package worth over $45,000 including a trip for two to SXSW in Austin, Texas in March 2020, free media time on Lumo’s media network and the coveted Pixel trophy.
‘It was awesome to get the win for Mainland. The Good Things Take Time platform is iconic and finding new ways to bring it to life using Lumo’s great tech is really exciting. Looking forward to seeing it up in bright lights on Lumo’s network when we can then talk more openly about the dynamic concept!’ Charlie Godinet, Colenso BBDO.
The Pixels are not going to be a one-off. The Pixel Awards are a quarterly competition, running in February, May, August and November from 2020. Clemas says each quarterly winner will receive $20,000 of free media, a $5,000 cash prize and the Pixel trophy.
Each of the four quarterly winners will become finalists for the annual Pixel Award, with the ultimate winner being announced as part of the Pixel Awards Showcase to held in December, an opportunity to present and celebrate the best entries from the year for all to see. the year.
The annual winner’s announcement in December will give ample time to prepare for their SXSW experience the following March.
“We hope what comes out of this is far greater use of digital billboards, more effective advertising for clients and really positive long-term benefits for all stakeholders in the digital out-of-home sector,” Clemas says.
“The possibilities of this new medium is rich, but not without its own distinct tricky aspects. The Pixels will continue to be a great forum for us all to keep exploring what success and great might look like.” Steve Cochran
To view all winning entries click here: www.pixelawards.nz/winners