vrijdag 1 november 2013

The Art of Outdoor lies in Twitter and Tate Britain.

The Art of Outdoor Digital Competition 2013 has labelled Twitter and Tate Britain as top creative experimentalists in the digital out-of-home sector, with two winning campaigns that epitomise the industry's forward-thinking and courageous capacity. 

This year's competition allowed entrants to slip into two different categories: 'DOOH Techniques' or 'Interactive and Experiential'. The competition creator Ocean Outdoor then invited brands to submit their own creative concept, which either showcased effective DOOH techniques across any of the media owner's existing digital sites, or, alternatively, they could supply an interactive brief for selected full-motion screens, such as Eat Street at Westfield London Shopping Centre. 

Outdoor media specialists Live Poster and Posterscope collaborated with media agency Total Media, providing the victorious DOOH Techniques entry. The trio wished to address London's working community in addition to incoming and outgoing Heathrow Airport traffic, outlining a campaign that would magnify the presence of Tate Britain. The idea is a response to the continually descending arts budget, suggesting that the gallery needs a high quality advertising strategy to simultaneously boost its brand and return on investment.

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The Tate Britain 'DOOH Techniques' winner will receive a campaign worth £100,000, followed by £75,000 for second place and £50,000 for third. Twitter's 'Interactive and Experiential' success will be rewarded with an entire weekend of Eat Street domination, with second and third place winning £20,000 and £10,000 of media respectively. 

CEO of Ocean Outdoor, Tim Bleakley, said: "This competition recognises and rewards new ways of thinking, digital out of home providing both the canvas and the palette to express these new creative ideas. The number and quality of entries this year helped to create an exceptional shortlist, reflecting the creativity community and media businesses growing love for digital out of home."

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