OMA names finalists for 2025 Creative Awards

The Outdoor Media Association (OMA) has announced the finalists for its 2025 Creative Awards, recognising campaigns that stood out for creative use of out-of-home across Australia.

Now in its second year, the awards attracted a higher number of entries across six categories. Winners will be announced on Tuesday, 1 April, with the Grand Prix-winning campaign also to be revealed on the night.

What are the OMA Creative Awards?

The awards recognise innovation, execution and impact in out-of-home advertising. This year’s finalists span categories including classic, digital or programmatic, innovation or sustainability, small format, multi-format and special build.

All finalists will also be automatically entered into the World Out of Home Creative Awards. The lead creative team behind the Grand Prix winner will receive a trip to the 2026 Cannes Lions Festival of Creativity in June.

Elizabeth McIntyre, CEO of the OMA, said the finalists reflected the continued momentum of the medium.

“The calibre and creativity of this year’s entries have been nothing short of remarkable. We have seen a significant lift not just in the number of submissions, but in the boldness of ideas and the inventive ways brands and agencies are using Out of Home. It’s a testament to the medium’s momentum and its ability to spark big ideas.”

McIntyre also thanked the judging panel for its role in selecting the shortlist.

The OMA Creative Awards Jury

“Our esteemed panel of judges once again brought immense expertise and generosity to the process. Their commitment continues to raise the benchmark for OOH in Australia, and we thank them for the rigorous debate, thoughtfulness and consideration that went into the judging process.”

She added: “The finalists have all been commended for their efforts in delivering well-executed, impactful campaigns that showcased the power of Out of Home. We look forward to announcing the winners of each category next month.”

2025 OMA Creative Awards finalists

Best Classic Campaign

• Hard to Spell — Advertiser: Department of Health WA; Agency: Rare
• The Hidden Eye Test — Advertiser: 1001 Optometry; Creative: VML Australia

Hard to Spell

Best Digital or Programmatic Campaign

• The Ashes ‘Unmissable First Ball’ — Advertiser: Cricket Australia; Creative: Special
• Lifeblood — Advertiser: Australian Red Cross Lifeblood; Creative: M+C Saatchi

Lifeblood

The Ashes ‘Unmissable First Ball’

Best Innovation or Sustainability Campaign

• The Hidden Eye Test — Advertiser: 1001 Optometry; Creative: VML Australia
• Transit Tales — Advertiser: Mastercard; Creative: Hero

The Hidden Eye Test

Transit Tales

Best Small Format Campaign

• Got You Looking — Advertiser: The Iconic; Creative: Dentsu Creative
• The Hidden Eye Test — Advertiser: 1001 Optometry; Creative: VML Australia

Got You Looking

Best Multi-Format Campaign

• Dirty Old Secrets — Advertiser: Seasol International; Creative: Howatson+Company
• Just Enough Bank — Advertiser: Bankwest; Creative: Bear Meets Eagle On Fire

Dirty Old Secrets

Just Enough Bank

Best Special Build Campaign

• If You Can Take It, It’s Yours — Advertiser: Selleys (Dulux Group); Creative: Howatson+Company
• It Happens on PS5 — Advertiser: Sony PlayStation; Creative: Apparition Media

If You Can Take it, It's Yours

It Happens on PS5

The OMA is the peak industry body for the out-of-home sector in Australia, representing media owners, asset owners and service providers across the category.

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