The Love Content Awards celebrate the very best in creative campaign work for the Digital Out Of Home advertising industry. Grand Visual dominated the awards, winning 3 out of 6 categories at the special lunch held at The Hospital Club, London on October 3rd.
Windows Phone ‘Everyday Celebrities’ won Best Campaign, for its interactive execution which enticed passers-by to personalise their very own Window’s Phone Start Screen before broadcasting their creations to screens nationwide. The Sun won Best Use of the Medium for its tactical ‘Second Sight’ campaign promoting daily headlines to commuter audiences during the morning rush hour.
Finally, ‘Drag Him Away’ for the National Centre for Domestic Violence, won the Mobile Interactivity accolade for its hard hitting, mobile-controlled Euston Motion execution. The 5-screen interactive billboard creative featured an abusive domestic situation and enabled onlookers to control the scene by using their handset to drag the man away from the woman and onto adjacent billboards.
Technological innovation was at the heart of all three campaigns. Second Sight and Everyday Celebrities were both delivered by OpenLoop, the campaign management dashboard for running live, dynamic cross network Digital Out of Home campaigns. Drag Him Away for the NCDV was powered by Agent, a platform also developed by Grand Visual to allow interaction between mobile devices and Digital Out of Home Screens.
Also among the winners were McDonalds ‘We All Make the Games’, CBS Outdoor’s ‘Commuter Kitchen’ and Eye’s ‘Don’t Come Home to an Empty Fridge’ campaign for Tesco. All the winning work demonstrated the enormous potential for making DOOH more relevant, responsive and participatory than ever before.