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2015 Outdoor Lions winners from the Cannes Lions International Festival of Creativity

TBWA \ MEDIA ARTS LAB Los Angeles and Apple Cupertino have been awarded the prestigious Outdoor Grand Prix at the Cannes Lions International Festival of Creativity 2015 – sponsored for the sixth consecutive year by Clear Channel Outdoor – for Apple’s ‘World Gallery’ campaign for iPhone 6.
Other big winners who scooped Gold Lions for their work in the Outdoor Lions category include:
Ogilvy & Mather Colombia Bogotá for Ecofil Ink Cartridges; Grey London for Sunday Times; LEW’LARA\TBWA São Paulo for Abrinq Foundation – Save the Children; Impact & Echo BBDO Safat for Alghanim Motors – Honda; BBDO Proximity Thailand, Bangkok for Millimed Thailand’s Throatsil; BBDO Proximity Malaysia for KFC; Prolam Y&R Santiago for UNICEF; Ogilvy & Mather London for FGM; DDB Spain Madrid for No Somos Delito (We are not crime); Ogilvy Paris for Water for Africa; Ogilvy Brasil São Paulo for Sport Clube Do Recife; Grabarz & Partner Hamburg for ZDK Gesellschaft Demokratische Kultur; Leo Burnet Argentina Buenos Aires for Samsung; WCRS London for Women’s Aid; Y&R Shanghai for XIAO ZHU; Grey New York for States United to Prevent Gun Violence; The Community/LA Comunidad Miami for The Buenos Aires Public Bike System and Prolam Y&R Santiago for UNICEF.
Apple’s Grand Prix winning campaign, ‘World Gallery’, was a visual showcase for the photographic capabilities of the iPhone 6. The US-originated campaign invited users to take photos with their phones then enter them into a competition and the best 162 images were blown up into billboards and displayed around the world.
Commenting on the winners, William Eccleshare, Chairman and CEO, Clear Channel International, said: “This year’s Outdoor Grand Prix winner for Apple demonstrates pure creative salience, maximising the visual power of our medium whilst also utilising outdoor’s ability to deliver advertisers incredible reach, frequency and scale. We are proud to have carried it on our boards across the world.”
He added: “We would like to congratulate all of the winners of the 2015 Outdoor Lions, whose creative, innovative and inspiring use of out-of-home reinforces why it plays such a unique and vital role within the media mix.”
This year’s Outdoor Lions jury was led by Jury President, Juan Carlos Ortiz, President & CEO of DDB Latina & Creative Chairman of DDB Americas, who said: “Our view was that we didn’t choose the Grand Prix, the Grand Prix chose us… “We were looking for work that merged the purity and simplicity of outdoor with the magic of innovation. And we found examples from around the world.”
The 2015 Outdoor Lions attracted 5037 entries, making it the most popular category at the festival. The jury awarded a total of 1 Grand Prix, 46 Golds to 19 separate campaigns which came from 13 different countries.
To view the full list of Outdoor Lions winners, visit: http://www.canneslionsarchive.com/winners/entries/cannes-lions/outdoor/
Via: Clear Channel

What OOH can take from Mobile World Congress. By Ben Milne, head of innovation

Last week thousands worshipped at the altar of Mobile World Congress 2015. Microsoft won big collecting 10 awards including best tablet and best of MWC 2015, Facebook co-founder and chief executive Mark Zuckerberg held the keynote, however their notable Californian neighbours were missing.
Apple opted out of attending instead they decided to spring forward and launch the Apple Watch (for real this time) at their own event as well as expand on Apple Pay. As one might expect, this was a relatively simple affair without any huge surprises. The focus was on the watch, specifically on its function, form and connectivity.
It was a safe bet, as these are the universal elements that consumers are looking for in their mobile technology choices and were reflected across all the halls at MWC 2015. It got me thinking whether out-of-home (OOH) could look to mobile developments in these areas for its own continued evolution?
So what’s next in Digital OOH form factor? Like their big LED TV brothers our portable handheld devices are now shipping with curves, the latest form has emerged as evidenced in handsets such as the Samsung S6 Edge which uses the curved edge to provide people with useful notifications and navigation. If people become used to this kind of UI on their mobile devices, then could this be useful for Digital OOH screens?
In the future, media owners could display ancillary information or real time travel updates, time and weather on the curved edge, whilst allowing advertisers to utilise the full time and area of the main display. Alternatively, could the curved edge on peoples handsets become the default area for notifications received from OOH displays and locations such as Beacons? This would certainly improve the experience for consumers.
So what of function? Perhaps the biggest functional development on show at MWC 2015 was the advance in mobile transaction platforms and partnerships. Separate announcements from Samsung and Visa in this space certainly add to the bubbling potential that existing platforms like Paypal, Starbucks and Apple Pay herald.
With this growing simplicity and reality of mobile payment it is becoming clear that there is huge potential for OOH to perform as a virtual shop front allowing consumers to transact directly from a poster, eradicating the gap between engagement and purchase, with the option to collect their purchases from an OOH locker on their way home the same day.
Of course, all of this relies on the consumers being connected and at MWC the connected consumer was front and centre. 5G has moved from concept to prototype, bringing unimaginable speed to the on the go consumers of the near future. This bandwidth increase will be important as more of the machines we are used to are going to need it to communicate with us and each other.
Driverless cars were the domain of CES, however MWC brought us the Car connected to the home and the bicycle connected to the car – with the aim of reducing accidents, of course. These ‘connected life’ developments will create rich data that could be used to understand OOH consumer location, behaviour and intent and will undoubtedly feed the real time creation and deployment of personalised content that we expect to see on Digital OOH in the near future.
 
Read the article in MediaTel
 

Apple Pay: Narrowing the Gap Between Posters and Purchase

As Apple launches its latest range of devices, James Davies, chief strategy officer at Posterscope, says the out-of-home sector has a lot to be excited about.
Around the world, millions of people waited with bated breath on Tuesday night for the unveiling of Apple’s latest suite of potentially game-changing innovations. With a new 4.7 inch iPhone 6, 5.5 inch iPhone 6 Plus and the hotly anticipated Apple Watch announced, fans were not left disappointed and neither was the out-of-home (OOH) industry.
Both the iPhone 6 and iPhone 6 Plus offer Apple Pay, an NFC-enabled mobile payments system that allows owners to upload their credit and debit card details to Apple’s Passbook app and then use their phones as mobile wallets.
Not only does this make paying for goods while in-store a simple matter of holding your phone up to a card reader while pressing the Touch ID button, but it makes shopping on a mobile device far quicker and easier. It will bring a whole new level of mobility to mobile payments as it removes the need to register for websites or spend time filling in lengthy payment forms.
Instead, all of the necessary payment information will be stored in the Passbook app and making a purchase will be a simple matter of clicking the ‘Apple Pay’ button, meaning shopping while on the move will be a much more efficient and speedy process.
This won’t fundamentally change the way people interact with poster sites, but what it will do is bridge the gap between poster and purchase. Just as iTunes transformed how we bought and listened to music, Apple Pay will revolutionise the way people pay.
Rather than seeing a poster advertising a new pair of shoes for example, searching for it on a mobile device and then registering personal, payment and shipping details, consumers will be able to buy the shoes as soon as they view them on their phone. It will remove the hassle of mobile shopping by effectively turning it into a one-click payment process.
By reducing the friction involved, Apple Pay will narrow the gap between seeing an OOH campaign and making a purchase and that is an exciting prospect for the industry. Not only will the new payments system open up greater opportunities for OOH campaigns to directly influence the purchase decision, but it will also make it easier to track the effectiveness of a particular campaign.
Depending on how Apple opens up the technology it may eventually become possible to use Apple Pay to make direct purchases from OOH sites, however, this will become clearer in the coming weeks as further details of the new system emerge.
Apple isn’t the first to enter the NFC payments market, with names such as Google, ISIS (now called SoftCard), and CurrentC having started to attempt to introduce mobile payments to the masses.
So far uptake has been slow; however, with more than 220,000 US retailers already signed up to roll out Apple Pay technology and 800 million iCloud accounts already in use, Apple is in a strong position to propel a previously niche market into the mainstream.
Even though Apple uptake in the UK isn’t as strong as in the US, with Android dominating around 60% of the UK smartphone market, it won’t be long before we see the “Apple effect” take hold of mobile payments and open up new opportunities for the OOH industry.
Although Apple’s latest unveiling may not have provided all the answers the OOH industry was looking for, it has certainly raised some interesting questions around the impact of mobile payments on OOH campaigns.
As more details emerge of Apple’s plans to wean the world off its addiction to cash, I look forward to seeing how brands will capitalise on the opportunity to more closely align poster campaigns with sales.
Via: MediaTel