Outdoor
The Outdoor Lions celebrate creativity experienced out of home.
The work will need to demonstrate ideas that engage in the field. It should leverage public spaces to communicate a message or immerse consumers in a brand experience.
The work will need to demonstrate ideas that engage in the field. It should leverage public spaces to communicate a message or immerse consumers in a brand experience.
Overview
The main criteria considered during judging will be the idea, the execution and the impact.
There is no overall limit to how many times the same piece of work can be entered into Outdoor as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Billboards: Sectors’ and/or ‘B. Posters: Sectors’.
In sections A and B each execution constitutes one entry and all executions must have run within the eligibility period.
In Sections C, D and E multiple executions may be entered as one entry however all Outdoor executions must have run within the eligibility period.
There is no overall limit to how many times the same piece of work can be entered into Outdoor as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Billboards: Sectors’ and/or ‘B. Posters: Sectors’.
In sections A and B each execution constitutes one entry and all executions must have run within the eligibility period.
In Sections C, D and E multiple executions may be entered as one entry however all Outdoor executions must have run within the eligibility period.
A. Billboards: Sectors
Classic two dimensional sheet and static digital billboards made for standard billboard spaces. This may include, but is not limited to, roadsides, highways and transit sides.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context.
B. Posters: Sectors
Classic sheet and static digital posters made for public spaces. e.g. supermarkets, shopping malls, airports.
B01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
B02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into B07.
B03 Automotive.
Vehicles, other automobiles.
B04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
B05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
B06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
B07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context.
B01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
B02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into B07.
B03 Automotive.
Vehicles, other automobiles.
B04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
B05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
B06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
B07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context.
C. Ambient & Experiential
All standard, non-standard and free-format out-of-home work that leverages the use of public spaces, objects and environments. For static digital billboards/posters please enter A. Billboards: Sectors or B. Posters: Sectors.
C01 Displays.
Content on display including objects and promotional artwork designed to make a significant brand impact within the out of home environment. Work may be viewable in public spaces including exhibitions, installations and in-store displays.
C02 Interactive/Dynamic Digital Screens.
Digital out of home (DOOH) that requires either linear motion picture / content or animation or interaction and active consumer engagement using digital touchscreens, motion technology, social media and mobile animation.
C03 Promotional Items & Printed Media.
Promotional items and brand merchandise distributed in the out of home environment. This may include, but is not limited to, giveaways at events, retail stores and exhibitions.
* Please send physical samples for the jury to experience.
C04 Design for Promotional Items.
Items designed to promote a brand. These should demonstrate a clear understanding of the brand’s target audience. Items include clothing, promotional gifts and samples, guerrilla marketing accessories, promotional items and brand merchandise.
* Please send physical samples for the jury to experience.
C05 Special Build.
Physical constructions and adaptations of out-of-home sites such as building exteriors, street furniture, large-scale signage and the environment. This may include, but is not limited to, supersize sites, pop-up shops, 3D/non-standard shaped sites, ticket barriers and floor media.
C06 Live Advertising and Events.
Out-of-home activations that involve something live and are witnessed by an audience in real-time. The work may include live performances, demonstrations, branded concerts and promotional events.
C07 Interactive Experiences.
Out-of-home activations that involve consumers. The work may include experiential marketing, AR, MR, consumer and audience participation, physical interaction and interactive games.
C08 Transit.
Non-standard or free-format advertising using vehicles or transit sites/locations. The work may include the use of cars, trains, buses, taxis, trucks, aeroplanes, etc. or of non-standard transit and commuter advertising sites such as car parks, airports, bus and train stations, ferry ports, roads and driving tracks.
C09 Immersive Experiences.
Immersive large- or small-scale experiences that surround and engage consumers within an out-of-home environment. This may include but is not limited to immersive storytelling, experiential marketing, use of mobile, VR/AR, virtual worlds, installations and multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.
C01 Displays.
Content on display including objects and promotional artwork designed to make a significant brand impact within the out of home environment. Work may be viewable in public spaces including exhibitions, installations and in-store displays.
C02 Interactive/Dynamic Digital Screens.
Digital out of home (DOOH) that requires either linear motion picture / content or animation or interaction and active consumer engagement using digital touchscreens, motion technology, social media and mobile animation.
C03 Promotional Items & Printed Media.
Promotional items and brand merchandise distributed in the out of home environment. This may include, but is not limited to, giveaways at events, retail stores and exhibitions.
* Please send physical samples for the jury to experience.
C04 Design for Promotional Items.
Items designed to promote a brand. These should demonstrate a clear understanding of the brand’s target audience. Items include clothing, promotional gifts and samples, guerrilla marketing accessories, promotional items and brand merchandise.
* Please send physical samples for the jury to experience.
C05 Special Build.
Physical constructions and adaptations of out-of-home sites such as building exteriors, street furniture, large-scale signage and the environment. This may include, but is not limited to, supersize sites, pop-up shops, 3D/non-standard shaped sites, ticket barriers and floor media.
C06 Live Advertising and Events.
Out-of-home activations that involve something live and are witnessed by an audience in real-time. The work may include live performances, demonstrations, branded concerts and promotional events.
C07 Interactive Experiences.
Out-of-home activations that involve consumers. The work may include experiential marketing, AR, MR, consumer and audience participation, physical interaction and interactive games.
C08 Transit.
Non-standard or free-format advertising using vehicles or transit sites/locations. The work may include the use of cars, trains, buses, taxis, trucks, aeroplanes, etc. or of non-standard transit and commuter advertising sites such as car parks, airports, bus and train stations, ferry ports, roads and driving tracks.
C09 Immersive Experiences.
Immersive large- or small-scale experiences that surround and engage consumers within an out-of-home environment. This may include but is not limited to immersive storytelling, experiential marketing, use of mobile, VR/AR, virtual worlds, installations and multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.
D. Innovation in Outdoor
The creative and/or innovative use of an out-of-home medium to communicate the brand’s message.
D01 Standard Sites.
Work created for standard out-of-home sites that pushes boundaries or broadens the scope of traditional out-of-home mediums such as billboards, posters, transit advertising, commuter rail, wallscapes, displays or street advertising.
* If you are submitting more than one execution please upload all executions in a single digital presentation image.
D02 Ambient Outdoor.
Work created for non-standard, ambient out-of-home sites that leverage public spaces, objects and environments and are forward-thinking in their innovation.
D03 Technology.
Innovative use of technology to create out-of-home experiences. This could include, but not be limited to, the use of mobile with a strong out-of-home touch point, holographic images, drones, augmented reality, computer-generated imagery, algorithms and artificial intelligence.
D01 Standard Sites.
Work created for standard out-of-home sites that pushes boundaries or broadens the scope of traditional out-of-home mediums such as billboards, posters, transit advertising, commuter rail, wallscapes, displays or street advertising.
* If you are submitting more than one execution please upload all executions in a single digital presentation image.
D02 Ambient Outdoor.
Work created for non-standard, ambient out-of-home sites that leverage public spaces, objects and environments and are forward-thinking in their innovation.
D03 Technology.
Innovative use of technology to create out-of-home experiences. This could include, but not be limited to, the use of mobile with a strong out-of-home touch point, holographic images, drones, augmented reality, computer-generated imagery, algorithms and artificial intelligence.
E. Culture & Context
Work that is brought to life through cultural insights and regional context.
If you are submitting more than one execution please upload all executions in a single digital presentation image.
E01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
E02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
E04 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
E05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
E08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
E01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
E02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
E04 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
E05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
E08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
What does winning work look like?
PINK POLO | LACOSTE 2023
BETC, PARIS GOLD CAMPAIGN, OUTDOOR LIONS
Lacoste used a series of billboards to depict its universal appeal. The campaign is made up of four images, each one featuring an unlikely pair snapped on the streets documentary-style, wearing matching Lacoste items. The work garnered impressive business results and was a part of the campaign that took home a Gold Lion in Outdoor.