Winning Big: Celebrating Creative, Strategic, and Impactful Out-of-Home Campaigns

Recognizing Excellence in Out-of-Home Advertising

It’s becoming an annual tradition—celebrating major wins in the out-of-home (OOH) industry. The Out-of-Home Media Plan of the Year Awards might not be the Oscars, but they’re certainly a major honor for media planners. This year, several standout campaigns demonstrated smart strategy, creative execution, and impressive results, proving that OOH continues to be a powerful force in advertising.

Summer Fridays: The Jet Lag Mask Takeover

For Summer Fridays, a popular beauty brand, the launch of their second Jet Lag product was the perfect opportunity to dominate an environment where jet lag is top of mind—airports. The campaign executed a contextually relevant strategy, taking over:

✅ LAX security trays with branded messaging
✅ Large digital displays across LAX and JFK
✅ Geofenced mobile retargeting for continued engagement

The results were staggering. A 4.3% mobile click-through rate shocked even the campaign’s planners. “I thought it was a typo,” said one of the team members. The strong brand affinity and devoted customer base made this one of Summer Fridays’ most successful out-of-home campaigns ever.

Cash App x Formula 1: A High-Speed Cultural Moment

Formula 1 in Miami is more than just a race—it’s an event. Cash App leveraged this high-energy moment to roll out a hyper-targeted, high-impact activation that complemented their partnership with Visa and Red Bull Racing.

✅ Custom-branded SUVs in the exact colorway of Red Bull’s F1 car
✅ Strategic presence at key event locations and after-parties
✅ Projections & mobile billboards looping through downtown Miami

With a tight three-day window, the campaign functioned more like a stunt than a traditional ad campaign. While success was measured anecdotally, Cash App’s presence was impossible to miss, sparking brand conversations and reinforcing their position in cultural moments.

Live Beyond: A Public Health Campaign That Resonates

More than just another campaign, Live Beyond is a public health initiative aimed at addressing adverse childhood experiences and mental health. This campaign required an approach that was both empathetic and impactful, targeting three distinct groups:

✔ Youth and young adults
✔ Caregivers
✔ Impacted communities

The strategy went beyond traditional OOH placements and considered where these audiences live their daily lives, including:

• Billboards and bus shelters in key neighborhoods
• Spanish-language creative to reflect California’s diverse demographics
• Hand-painted murals in culturally significant locations
• Cinema and concert venue placements to capture high-engagement moments

The results? A massive 818 million total paid media impressions, with 144 million hyper-targeted OOH placements. The messaging—focusing on resilience, healing, and growth—struck a chord, making this a standout example of purpose-driven advertising.

Creativity, Strategy, and Cultural Impact Drive OOH Success

Each of these award-winning campaigns demonstrates that OOH is more than just a media buy—it’s about placement, context, and engagement. Whether it’s aligning with cultural moments, tapping into consumer habits, or driving social impact, these campaigns prove that out-of-home is as innovative as ever.

And, of course, no celebration is complete without a shoutout to Rick Robinson, the “Fairy Godfather of Out-of-Home”, whose leadership, passion, and ability to motivate teams continue to shape the industry.

What’s next? Bigger ideas, bolder placements, and even more creative wins.