The overall winner of the OHMSA Awards 2008 is the Omo Socks campaign for Unilever.
It also won the Mobile Media category. The campaign, devised by Integrator, Unilever and ComutaNet, used 5,000 socks in Omo’s brand colours, to adorn a bus. The concept behind the campaign was that one box of Omo can wash 5,000 socks. The socks stretched out covered 74.56m.
According to the judges: “The winning entry was described as displaying creative use of the medium, humorous and hence memorable, impactful with great viewer involvement. Whilst the concept has been used before the application and execution was fresh and very South African.”
The awards, which were handed out on Monday night at a function in Montecasino, Johannesburg, consisted of eight categories and an overall winner. However, no award was given in four of those categories — Internal Illuminated Billboards, Electronic Billboards, Airport Media and Rest of Africa.
Convenor Les Holley said the number of entries had doubled over last year’s inaugural event, but Cape Town entries had far surpassed those of Joburg agencies.
The judges added: “… we still feel that there is really good stuff out there that is not being submitted… Overall the level of entry was superior to last year (which was understandably the first year of the OHMSA Awards).”
The judges were Thomas Oosthuizen (brand strategist, The Brand Wealth Organisation), Sandra Gordon (publisher, Wag the Dog Publishers), Paul Warner (executive creative director, MetropolitanRepublic), Rob Maclennan (executive creative director, BBDO) and Fran Luckin (executive creative director, Ogilvy Johannesburg)
The winners
Billboards
Judges comment: “Higher standard than last year but we know of some billboards that would certainly meet the criteria but were not submitted.
“The winner in this category used strong branding that was legible. The brand is sophisticated and we enjoyed the simplicity of the execution. The judges liked the payoff line and the concept emphasised a ‘demonstration of waiting’.”
Client: Allan Grey
Campaign: ‘Purpose is nothing without patience’.
Agency: King James Cape Town
Creatives: Devin Kennedy and Damian Bonce
Retail Street Furniture
Judges comment: “Some really good entries in this section with entries meeting all or most of the criteria. The judges noted that this is a particularly difficult out of home medium due to size constraints.
“The overall winner is sophisticated and world class. Memorable and impactful with relevance.”
Client: Musica
Campaign: CSI
Agency: Jupiter Drawing Room Cape Town
Creatives: Kim McDonald, Nick Gordon
Mobile Media
Judges comment: “A lot of what we expected to see. Glossy application mostly of pack shots onto bus and trailer media.
“The winner met all criteria, with good use of the medium, impact, thought-provoking, funny and just damn clever. We spoke about the ad way after we had judged it, proving its memorability and viewer involvement.
Client: Unilever
Campaign: OMO Socks bus
Creatives: Basheera Loonat (Unilever) and Dawn Rowlands (PosterScope)
Ambient Media
Judges comment: “This category is broad and we expected a higher level of entries. However some of what we saw was intriguing and we are happy to commend three in particular, Braun, ABSA and Coke. The winner however used a simple idea with great impact, memorable and relevant. We watched as consumers reacted to the intervention – they won’t forget the message.”
Client: Arrive Alive
Campaign: Speed Kills
Agency: Joe Public
Creatives: Xolisa Dyeshana, Brendan Hoffmann and Vincent Osmond
The winners of each category each received a prize from Thornybush Lodge and the overall winner received a Toyota Yaris. INM Outdoor was the main sponsor of the awards.
To view the winning work, href=”/themedia/view/themedia/en/page262?oid=16409&sn=Detail” target=_blank mce_href=”/themedia/view/themedia/en/page262?oid=16409&sn=Detail”click here.
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