"This campaign was a simple, yet effective creative idea, clearly underlining the message 'Take a break, have a Kit Kat', which is the core positioning of the brand," said chairman judge Reinher Behrens.
"What makes this campaign an award winner is the agency's full use of the medium. Rather than simply placing creative on the format given, the agency took it one step further," added Behrens.
Media agencies that support OOH
The new media agency award, handed out for the first time this year, acknowledges media agencies that support the out-of-home (OOH) medium. The winner of this new category was chosen using data collected from online questionnaires completed by OHMSA members interacting with media agencies on a regular basis.
"MediaShop (Johannesburg) has consistently impressed us with their professionalism, innovation, negotiating ability, transparency and strategic ability," said Behrens. The agency has been voted Best Media Agency in various awards ceremonies and its accolades include AdReview's Media Agency of the Year in 2006; Financial Mail's award for sustained excellence; Financial Mail's Specialist Agency of the Year and the Roger Garlick prize in both 2006 and 2007.
All the winners
| Category | Status | Campaign | Agency | Client |
|---|---|---|---|---|
| Billboards | Winner | Rust | KingJames | Allan Gray |
| Billboards | Finalist | Ayoba Vuvuzela | MetropolitanRepublic/Jupiter Drawing Room | MTN |
| Retail/street furniture | Winner | Bench - take a break | Nestlé | Kit Kat, Nestlé |
| Retail/street furniture | Finalist | Stimorol | Ogilvy | Stimorol |
| Ambient media | Winner | Graffiti | MorrisJones & Co. | Natrelax |
| Ambient media | Finalist | Vuvuzela | Jupiter Drawing Room/MetropolitanRepublic | Hyundai |
| Ambient media | Finalist | Crate man | Animal Farm and Art at Work | Coca-Cola |
| Media agency of the year | Winner | MediaShop (Johannesburg) | ||
| Overall | Winner | Bench - take a break | Nestlé | Kit Kat, Nestlé |
| Overall | Finalist | Scotch Whiskey | KingJames | Bell's |
| Overall | Finalist | Ayoba Flags | Jupiter Drawing Room/MetropolitanRepublic | MTN |
| Internally illuminated billboards | Gold | Hirt & Carter | Provantage | |
| Internally illuminated billboards | Silver | ComutaNet | Ad Outpost | |
| Internally illuminated billboards | Finalist | Ogilvy | Lucozade |
Judges were impressed with the originality of the Natrelax - Graffiti campaign by Margarita Karvouniaris of MorrisJones, which featured graffiti art on toilet walls. The idea is that Natrelax is truly effective in reducing constipation as one has the time to produce a detailed work of art.
The Allan Gray - Rusting Billboard campaign was conceptualised by Paige Nick and Karen Barry-McCormick at KingJames. Judges felt the advertisement was a worthy winner, owing to the innovative use of the medium.
Other OH! Award judges included Brenda Koornneef, Tony Koenderman, Modise Makhene, Nathan Reddy, Xolisa Dyeshana, Chris Marrington, Steve Limbrick and Neil Ross.
Non-profit organisation OHMSA (www.ohmsa.co.za) is the officially recognised trade association for the OOH media industry in South Africa and has 23 members. The OH! Awards bring together OOH media owners, advertising agencies and corporate to honour the out-of-home industry's best creative talent.
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