Out-of-home (OOH) advertising campaigns for travel fare aggregator Kayak and Metro Vancouver’s municipal government have won the OOH Marketing Association of Canada’s (OMAC’s) Iris Awards for the fourth quarter (Q4) of 2017.
Kayak’s campaign, which was named best OOH creative execution, tied in with Canada 150 celebrations by using Pattison Onestop’s digital OOH (DOOH) network to compare local and international destinations side-by-side, with real-time flight price data.
“To encourage Canadian travellers to explore their home turf, we wanted to remind them that flying within Canada can be affordable and as beautiful as flying overseas,” says David Solomito, Kayak’s vice-president (VP) of marketing for North America.
Metro Vancouver’s campaign, which was named best OOH innovation, used see-through Outfront Media/JCDecaux transit shelter ads to highlight the otherwise invisible problem of household grease and oils clogging city drains.
“By capturing the public’s and the media’s attention, we were able to drive home the ‘wipe it, green bin it’ message during Thanksgiving, when greasy food consumption is particularly high,” explains Larina Lopez, division manager of corporation communications for Metro Vancouver.
Both campaigns are among those eligible for the 2017 Grand Iris Award, to be announced later this month.