Outdoor Lions

The Outdoor Lions celebrate creativity experienced out of home.

Entries will need to demonstrate ideas that engage in-the-field. That is, work which leverages public spaces to telegraph a message or immerse consumers in a brand experience. Criteria considered during judging will predominantly be the idea and the execution.

Outdoor Lions Category Sections

  • A. Billboards: Sectors

    Classic 2-dimensional sheet and static digital billboards made for standard billboard spaces including roadsides, highways and transit sides. It is highly recommended to provide an in-situ photograph of your billboard. For entries the size of a 6 sheet poster (1200 x 1800mm) or smaller, please enter B. Posters For work with 3-dimensional, active, interactive, dynamic or ambient elements please enter E01. Standard Sites. The same entry can be submitted only once in this section.

    • A01 Food & Drink

      All food and drinks.

    • A02 Other FMCG

      Beauty, cleaning products, other household goods, other FMCG.

    • A03 Healthcare

      Pharma, OTC drugs, wellness.

    • A04 Consumer Durables

      Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

    • A05 Automotive

      Vehicles, other automotive.

    • A06 Retail

      Retail, eCommerce, restaurants, fast food.

    • A07 Travel

      Travel, tourism, transport.

    • A08 Leisure

      Live events, museums & galleries, gambling, sports, gaming, other recreation.

    • A09 Media / Entertainment

      Music, film, television, publications & media, books, news, digital platforms, other media.

    • A10 Consumer Services / Business to Business

      Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

    • A11 Not-for-profit / Charity / Government

      Government, public information, other not-for-profit, military, charities, non-profit.

    • A12 Corporate Social Responsibility (CSR) / Corporate Image

      Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

  • B. Posters: Sectors

    Classic sheet and static digital posters made for public spaces. E.g. supermarkets, shopping malls, airports, etc. It is highly recommended to provide an in-situ photograph of your poster. For entries larger than a 6 sheet poster (1200 x 1800mm), please enter A. Billboards. For work with 3-dimensional, active, interactive, dynamic or ambient elements please enter E01. Standard Sites. The same entry can be submitted only once in this section.

    • B01 Food & Drink

      All food and drinks.

    • B02 Other FMCG

      Beauty, cleaning products, other household goods, other FMCG.

    • B03 Healthcare

      Pharma, OTC drugs, wellness.

    • B04 Consumer Durables

      Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

    • B05 Automotive

      Vehicles, other automotive.

    • B06 Retail

      Retail, eCommerce, restaurants, fast food.

    • B07 Travel

      Travel, tourism, transport.

    • B08 Leisure

      Live events, museums & galleries, gambling, sports, gaming, other recreation.

    • B09 Media / Entertainment

      Music, film, television, publications & media, books, news, digital platforms, other media.

    • B10 Consumer Services / Business to Business

      Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

    • B11 Not-for-profit / Charity / Government

      Government, public information, other not-for-profit, military, charities, non-profit.

    • B12 Corporate Social Responsibility (CSR) / Corporate Image

      Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

  • C. Digital Screens

    All standard digital out of home (DOOH) advertising involving the use of non-static digital display screens to convey a message. For static digital billboards/posters please enter A. Billboards or B. Posters.

    • C01 Animated Digital Screens

      DOOH that uses linear motion picture/content or animation in the outdoor environment including digital billboards, posters, transit displays and LED displays.

    • C02 Interactive Digital Screens

      DOOH that requires interaction and active consumer engagement including digital touchscreens, motion technology, social media and mobile integration.

    • C03 Dynamic Digital Screens

      DOOH that uses personalised or real-time data or informs updateable content in real-time. Entries may include but are not limited to data-driven visualisation, updateable/responsive displays, conditional content (e.g. weather) and live updates.

  • D. Ambient & Experiential

    Non-standard and free-format outdoor advertising that leverages the use of public spaces, objects and environments in an unconventional manner. Work designed for traditional advertising sites E.g. billboards/posters are not accepted in this category.

    • D01 Displays

      Compelling 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.

    • D02 Mass Distributed Promotional Items & Printed Media New!

      Promotional items distributed on a mass scale in the out of home environment. Includes stickers, flyers, ambient signage, key-rings, balloons, balls, stationery and other branded items, petrol pumps, miniature models and builds, small attachments to existing items or areas and promotional giveaways.

    • D03 Limited Run Promotional Items & Printed Media New!

      Promotional items distributed on a small scale in the out of home environment. Including but not limited to giveaways at a specific location or event, giveaways limited to a single day or short period of time, and small runs of promotional items.

    • D04 Design for Promotional Items New!

      Focus will be placed on the design of an item to promote a brand, which should demonstrate a clear understanding of the brand’s target audience. To include clothing, promotional gifts and samples, guerrilla marketing accessories, promotional items and brand merchandise.

    • D05 Special Build

      Physical constructions and adaptations of outdoor sites including building exteriors, street furniture, the environment and large scale signage. May include supersize sites, pop-up shops, 3D/non-standard shaped sites, ticket barriers and floor media.

    • D06 Live Advertising and Events

      Outdoor activations that involve something live on the part of the advertiser and are witnessed by an audience in real-time. Entries may include live performances, demonstrations, branded concerts and promotional events.

    • D07 Interactive Experiences

      Outdoor activations that involve something live on the part of the consumer. Entries may include experiential marketing, consumer and audience participation, physical interaction and interactive games.

    • D08 Transit

      Non-standard or free-format advertising using vehicles or transit sites/locations. Entries may include the use of cars, trains, buses, taxis, trucks, airplanes etc. or the use of transit and commuter advertising sites such as car parks, airports, stations (bus & train), ferry ports, roads and driving tracks.

    • D09 Immersive Experiences

      Experiences that surround and engage consumers, transporting them to new worlds. Examples include immersive storytelling, experiential marketing, use of mobile with a strong outdoor touch point, virtual and augmented reality, wearables, facial recognition, 360-degree content, gamification and holographs.

  • E. Innovation in Outdoor

    In these categories, the jury will reward the creative and/or innovative use of the Outdoor medium to communicate the brand’s message. The jury will consider how well brands are finding new ways to enhance and reinvigorate the consumers’ experience by allowing them to engage with and respond to Outdoor content.

    • E01 Standard Sites

      Work that pushes the boundary or broadens the scope of traditional outdoor mediums including: Billboards, posters, transit advertising, commuter rail, wallscapes, displays, street advertising. Entries may include, but are not limited to outdoor advertising designed for standard advertising sites or mediums, but with 3-dimensional, active, interactive or multiple elements.

    • E02 Ambient Outdoor

      Entries that look towards the future of non-standard, free-format outdoor advertising. Entries considered will be forward thinking, never-before-seen and industry-shaping experiences that leverage public spaces and are ground-breaking in their innovation.

    • E03 Technology

      Innovative use of technology to create outdoor experiences for consumers. Examples include, but are not limited to use of mobile with a strong outdoor touch-point, holographic images, drones, augmented reality, computer-generated imagery, algorithms and artificial intelligence.

Get the Entry Kit

For full Category listings and selection of handy materials to guide you through the entry process.

Outdoor Lions Jury
Full jury announced in 2019

John Patroulis President

Worldwide Chief Creative Officer, Grey

A globally recognised creative innovator and leader, John Patroulis was named Worldwide Chief Creative Officer of Grey in August 2017. John had spent the previous six years at BBH New York, first as CCO, then as its first-ever Creative Chairman. Under his creative leadership, BBH New York became one of the most awarded agencies in NYC, winning multiple Cannes Lions across multiple categories for brands like Axe, Google, and Sony PlayStation, and was awarded the Integrated Cannes Grand Prix for the “FU2016” campaign for Netflix's "House of Cards”.

Prior, John co-founded agencytwofifteen (now twofifteenmccann) and T.A.G. in San Francisco. There he helped lead the Xbox Halo 3 "Believe" global campaign, which became the most creatively awarded campaign of the decade, winning both the Cannes Integrated and Cannes Film Grand Prix, and resulted in the biggest entertainment launch in history. Earlier at TBWAChiatDay, he helped lead the global "Impossible is Nothing" campaign for adidas, another multiple Lion winner, which propelled adidas to be named "Advertiser of the Year" at Cannes Lions.

Past winners of the Outdoor Lions

The Daily Show Presents: The Donald J. Trump Presidential Twitter Library

2018 · 23 Stories X Conde Nast, Comedy Central

Grand Prix OUTDOOR > AMBIENT > IMMERSIVE EXPERIENCES

The Daily Show Presents: The Donald J Trump Presidential Twitter Library” was an immersive real-world experience, brought to life through static, digital, interactive, and physical displays. Featuring state-of-the-art visual installations, interactive hands-on activations, and large scale wall graphics of tweets, quotes, and timelines, including @realDonaldTrump’s live feed alarm, hundreds of printed tweets by topic, and “masterpieces” mounted in gold frames to spotlight his most “memorable” tweets.

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