세계옥외광고협회, 'WOO 글로벌 어워드' 최종 후보작 발표

세계옥외광고협회(World Out of Home Organization, WOO)는 오는 2025년 6월 4일부터 멕시코시티에서 열리는 연례 글로벌 총회(Global Congress)를 앞두고, 부문별 어워드 최종 후보작을 발표했다. 이번 시상은 디지털(Digital), 클래식(Classic), 스페셜 빌드(Special Build) 등 주요 크리에이티브 부문은 물론, 지속가능성(Sustainability)과 기술 혁신(Technical Innovation) 부문까지 아우른다. 개인 부문인 공로상(Lifetime Achievement), 리더십(Leadership), 라이징 스타(Rising Star) 상은 5일 저녁 갈라 디너에서 수여될 예정이다.
WOO 최고마케팅책임자(CMO) 리처드 새터리(Richard Saturley)는 “올해는 출품 수와 작품 수준 모두에서 역대 최고를 기록했다”며 “특히 크리에이티브 부문은 심사위원들에게, 기술 혁신상은 총회 현장에서 직접 투표에 참여할 참석자들에게 쉽지 않은 선택이 될 것”이라고 말했다.
올해 WOO 어워드는 전 세계 광고주, 에이전시, 미디어 사업자들이 보여준 창의성과 기술력, 그리고 지속가능한 미래를 향한 비전을 조명하며 글로벌 OOH 산업의 진화를 상징하는 무대로 주목받고 있다.
후부작 리스트는 아래와 같다.
Creative Classic shortlist – in no particular order

- Campaign: Savviest TV Ad Ever
- Brand: Pak N Save
- Client: Foodstuffs - Pak n Save
- Creative Agency: FCB Aotearoa
- Media Agencies: PHD Aotearoa
- Country: New Zealand / Aotearoa

- Campaign: When your diet hits the wall
- Brand: Fridays
- Client: Fridays
- Creative Agency: C Squared Social / OUTFRONT STUDIOS
- Media Agency: C Squared Social / OUTFRONT
- Country: USA / Dallas, TX

- Campaign: Don't Pass on a Miracle
- Brand: Miracle Realty
- Client: Miracle Realty
- Creative Agency: OUTFRONT STUDIOS
- Media Agencies: OUTFRONT
- Country: USA / Fresno CA

- Campaign: Kraft Heinz Ketchup & Mustard
- Brand: Heinz
- Client: Kraft Heinz
- Creative Agency: Rethink
- Media Agencies: billups
- Country: Canada

- Campaign: Til' I Died
- Brand: British Heart Foundation
- Client: British Heart Foundation
- Creative Agency: Saatchi & Saatchi
- Media Agencies: PHD & Grand Visual
- Country: UK / London

- Campaign: Welcome to Melbourne
- Brand: Specsavers
- Client: Specsavers ANZ
- Creative Agency: TBWAMelbourne
- Media Agencies: Initiative
- Country: Australia
Creative Digital shortlist – in no particular order

- Campaign: Just Use It
- Brand: AIDS Healthcare Foundation
- Client: AIDS Healthcare Foundation
- Creative Agency: AIDS Healthcare Foundation
- Media Agency: billups
- Country: USA / New York

- Campaign: The Crowdometer
- Brand: Bargain Box
- Client: My Food Bag
- Creative Agency: Yarn
- Media Agency: MBM
- Country: New Zealand / Auckland

- Campaign: Gladiator II turns Piccadilly Lights to stone
- Brand: Wavemaker, DOOH.com, Ocean Outdoor, Mindshare, GroupM OOH, Starcom, and Cheil
- Client: Paramount Pictures, Trainline, Samsung, TK Maxx, The LEGO® Group
- Creative Agency: DOOH.com
- Media Agency: Wavemaker, Mindshare, GroupM OOH, Starcom, and Cheil
- Country: UK / London

- Campaign: Your posture is your future
- Brand: Croatia poliklinika
- Client: Croatia poliklinika
- Creative Agency: bruketa&žinić&grey
- Media Agency: Millenium promocija
- Country: Croatia / Zagreb

- Campaign: Dulux
- Brand: Dulux
- Client: Dulux Group
- Creative Agency: PitchBlack Partners
- Media Agency: MBM New Zealand
- Country: New Zealand / Auckland

- Campaign: Billboards converted into Weatherboards
- Brand: McCain Foods Limited
- Client: Shubhangi Dhapodkar
- Creative Agency: BBDO
- Media Agency: Posterscope
- Country: India / Gurgaon
Creative Special Build shortlist – in no particular order

- Campaign: If winter can do this to a poster, imagine what it can do to your body
- Brand: Actimel
- Client: Danone
- Creative Agency: BETC
- Media Agency: GroupM & Wavemaker
- Country: UK / London & Liverpool

- Campaign: Sprite Refresh Tunnel
- Brand: Sprite
- Client: Sprite / The Coca-Cola Company
- Creative Agency: ALTERLABS
- Media Agency: ALTERMARK
- Country: Brazil / São Paulo

- Campaign: Habitat light up the city
- Brand: Habitat
- Client: Habitat (Sainsbury's)
- Creative Agency: New Commercial Arts
- Media Agency: Grand Visual & Talon
- Country: UK / London

- Campaign: Keeping it Cool, Even for the Birds!
- Brand: Cello
- Client: Cello World Limited
- Creative Agency: Madison World
- Media Agency: Madison World
- Country: India / Mumbai

- Campaign: XXXX Gold - 3D Cans
- Brand: XXXX Gold
- Client: Lion
- Creative Agency: Thinkerbell
- Media Agency: UM
- Country: Australia / Brisbane

- Campaign: ANZ x AO Mega Shelter Takeover
- Brand: ANZ
- Client: ANZ
- Creative Agency: ANZ
- Media Agency: PHD
- Country: Australia / Melbourne, Victoria
Sustainability Award shortlist – in no particular order

- Nominated: Pixels to Purpose: A Circular Economy Story
- Company: Zetabe and Mercado Libre
- Country: LATAM

- Nominated: HAZ ECO
- Company: GPO VALLAS
- Country: Mexico / LATAM

- Nominated: Daktronics RENEW display solutions
- Company: Daktronics
- Country: USA / North America

- Nominated: Beyond the billboard: how Ocean Outdoor's climate driven initiative is helping the planet
- Company: Ocean Outdoor
- Country: UK / Europe

- Nominated: 100% Solar-powered LED Billboards Revolutionizes Outdoor Advertising in East Africa
- Company: SHENZHEN FABULUX TECHOLOGY Co., Ltd.
- Country: East Africa

- Nominated: Vertical Garden™ with embedded digital screen powered by photovoltaic panels & greed energy
- Company: blowUP media Germany
- Country: Germany / Europe
WOO has also named the three contenders the popular Technical Innovation Award. These are judged by Congress delegates after a brief presentation from each of the contenders. These will also take place on the afternoon of June 5th.
Technical Innovation Award shortlist – in no particular order

- Innovation: Broadsign Platform: OOH Workflow Automation
- Innovator: Broadsign
- Country: Canada

- Innovation: Assessment and actionable insights for improving OOH ad design
- Innovators: Super Optimal
- Country: USA

- Innovation: "The Billboard Run"
- Innovator: Adidas/Ocean Outdoor
- Country: Sweden
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