The Outdoor Media Association (OMA) has launched the 2025 OMA Creative Awards season at a Cannes-themed lunch at Sydney’s Museum of Contemporary Art.
The event brought together the 2024 inaugural jury, industry leaders, creatives, and OMA members to mark the start of the new awards year recognising the best in Out of Home (OOH) creative campaigns.
Guests heard from Dee Madigan (Executive Creative Director, Campaign Edge) in conversation with 2024 Grand Prix winners Alana Wood and Tom Badge (TBWA\Melbourne), who won for their Specsavers Welcome to Melbourne campaign.
They shared insights from their trip to the 2025 Cannes Lions International Festival of Creativity in France, which formed part of their Grand Prix prize.
Tom Badge, Alana Wood, Elizabeth McIntyre and Anri McHugh
The lunch also included local trophy presentations from the World Out of Home’s Annual Congress in Mexico City in June.
The Specsavers campaign won the Creatives Award: Classic category, while Lion’s XXXX Gold received Bronze in the Creatives Award: Special Build category.
Entries for the 2025 OMA Creative Awards are now open, with winners to be announced in early 2026. The Awards aim to showcase and promote outstanding OOH campaigns across Australia.
“The Out of Home industry continues to thrive both locally and globally” said Elizabeth McIntyre, CEO of the Outdoor Media Association.
“The launch of this year’s Creative Awards season celebrates not only bold ideas, but how those ideas evolve within our channel — engaging audiences in real time with real reach, in ever more dynamic, meaningful, and creative ways.”
Earlier this year at the inaugural OMA Creative Awards, McIntyre described the Grand Prix winning Specsavers Welcome to Melbourne campaign by TBWA\Melbourne’s Wood and Badge as a: “It’s a masterclass in simplicity, impact, humour, hyper-local storytelling and long-term brand building.
“It’s everything we love about outdoor; instantly engaging, impossible to ignore, and brilliantly placed.”
Top image: Elizabeth McIntyre