Telus comes out on top at OOH Showdown

McDonald's, Visa and Adidas were also among the big winners for experiential, place-based and more out-of-home categories.
Telus Bullying

The Advertising Club of Toronto (AdClub) hosted its annual OOH Showdown Oct. 19, highlighting the best and most creative in out-of-home media.

The showdown, first established in 2012, pits campaigns of various formats head-to-head before selecting an ultimate grand prize winner.

Taking home the top honour was Telus Mobility’s “#EndBullying” campaign (which used a WiFi network integration to get its message out on a splash page). Telus’ vendor partner Newad took home the top prize, as the official entrant. It had been the winner of the Experiential category.

The other winners for the day included:

  • CBC: “Caught” in Large Format Digital Billboard. Winning company: Branded Cities.
  • McDonald’s Canada: “Follow the Arches” in Large Format Static Billboard. Winning company: Cossette.
  • Care Canada: “She Too” in Indoor Place-Based OOH. Winning company: Patison Outdoor/Fourth Wall.
  • Visa Canada: “Visa Tap” in Street Level/Transit/Transportation. Winning company: Lamar.
  • Twitter and Adidas Canada: “#WorldCup is Happening” in Mobile Integration. Winning company: Branded Cities
  • Wrigley’s Excel – “#BringExcel” in Multi-Platform. Winning company: Pattison Outdoor

Runners up included:

  • Volkswagen Canada: “4Motion” in Large Format Digital Billboard. Partnered Company: Pattison Outdoor/Fourth Wall.
  • Coca Cola: “Diet Coke Relaunch” in Large Format Static Billboard. Partnered company: Branded Cities.
  • Mazda Canada: “Auto Show” in Indoor Place-Based OOH. Partnered company: Patison Outdoor/Fourth Wall.
  • Brasserie Labatt Ltée: “Michelob Ulutra” in Street Level/Transit/Transportation. Partnered company: Quebecor
  • Interact Debit: “Interac Budget Bash” in Experiential. Partnered company: UB Media
  • Audi: “Dealers’ Association” in Mobile Integration. Partnered company: Branded Cities
  • Twentieth Century Fox: “Deadpool 2” in Multi-Platform. Partnered company: Pattison Outdoor

The AdClub also included a People’s Choice award, which recognized both the top OOH Vendor of the Year and Planner of the Year. For vendors, Branded Cities’ Ari Zagury took home top honours. Also nominated in the category were Branded Cities’ Annalicia Iker and Pattison’s Brenda DeOliveira.

In the Planner of the Year category, Novus’ Daniela Tarantelli was the top winner. The category also included Dentsu Aegis’ Bellamy Lacay and Valerie Ponce as nominees.

The top individual honouree of the day was Pattison founder Jim Pattison, who was recognized with the AdClub fifth OOH Merit Award. Pattison was recognized for his entrepreneurial efforts in the OOH industry, which began in 1967 with the acquisition of billboard companies Neon Products and Seabord Advertising. Pattison’s legacy stretches coast to coast, with transit, billboard and place-based ads carrying the Pattison name.