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Ocean Outdoor Showcase Out Of Home’s Most Creative Campaigns of 2020

Authors: OPTS OOH Team


In July 2020, Ocean Outdoor announced the winners of their Crucial Creative competition. Panelled by a selection of industry leaders, the awards pitted the best Out Of Home creative concepts of the last year against each other for the chance to win £500,000 in media space. The award ceremony showcased the innovative and creative works of multiple brands, from the NHS, to The Prince's Trust, to Lovehoney.

As was to be expected, the recent pandemic and lockdown regulations were the reoccurring theme across the majority of creative concepts in the running. Lovehoney’s playful copywriting was packed full of lockdown-inspired euphemisms on bold and contrasting pink and yellow creative, helping to spread a little joy in what has been a difficult period for many.


Monkey Shoulder Whiskey’s creative concept encouraged people back into bars and pubs while reminding everyone to stay safe at a “respectable distance” in a light-hearted tone. In an additional display of solidarity with the hospitality industry, Monkey Shoulder gifted a percentage of their ad space to local pubs and bars. Strategically placed to drive footfall to the establishments, they even offered a trial voucher code on the bespoke copy.


However, despite the formidable competition, Innocent Smoothies stole the show, winning first place with their fun, yet satirical, take on how lockdown has affected everyone’s day-to-day lives. Ocean Outdoor rewarded the smoothie brand for their use of “smart, simple and pithy” copy, relating to the public on a human level and helping to spread a bit of humour and joy in the current climate.


In what has been a trying year for the UK and the world as a whole, the above creative concepts demonstrated Out Of Home’s ability to reach people in a particularly impactful way. These campaigns helped to bring the public together in their messaging, acknowledging the hardships of the current pandemic while helping to spread a little joy and positivity as they go.


Click here for the full awards show.


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