Las campañas ejecutadas en medios exteriores a pesar de contar con un impacto breve, generan una extraordinaria recordación e influyen en el comportamiento del consumidor.
El Festival Internacional de Creatividad Cannes Lions 2019, realizado en el Palacio de Festivales y Congresos en Cannes, Francia, da muestra del impacto del marketing en Out Of Home. Datos recolectados por Sundance Marketing, señalan que alrededor del 70 por ciento de los consumidores que ven un anuncio OOH se detienen, 68 por ciento decide una compra mientras está en el auto. Mientras que a un 24 por ciento un anunció lo motivó a comprar ahí el mismo día.
Sin duda, la campañas OOH incrementan el reconocimiento de marca, logran objetivos específicos en determinadas ubicaciones y, sobretodo, atraen la atención de manera creativa ya sea por medio donde se coloca o el material gráfico que se muestran.
A propósito, te mostramos las campañas ganadoras en la categoría “Outdoor” en la última edición del Festival Internacional de Creatividad Cannes Lions 2019.
| PREMIO | CAMPAÑA | MARCA | AGENCIA CREATIVA | PAÍS |
| Grand Prix | NIKE DREAM CRAZY | COLIN KAEPERNICK | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS |
| Gold Lion | BIRD’S EYE VIEW | ADIDAS | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS |
| FLAMING SERVE | ADIDAS | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS | |
| MOUNTAIN OF SUCCESS | ADIDAS | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS | |
| TRIPLE CROWN | ADIDAS | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS | |
| Gold Lion | SIGNS OF LOVE | ANZ BANK | TBWA\MELBOURNE | AUSTRALIA |
| Gold Lion | KOSHOGO | KLOOP | LEO BURNETT MOSCOW | RUSIA |
| Gold Lion | SOUVENIRS DE PARIS | CENTRE POMPIDOU | MARCEL, Paris | FRANCIA |
| Gold Lion | BILLIE JEAN KING YOUR SHOES | ADIDAS | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS |
| Gold Lion | HIDDEN FLAG | FELGTB/ELDIARIO.ES | LOLA MULLENLOWE, Madrid | ESPAÑA |
| Gold Lion | THE FAKE NEWS STAND | COLUMBIA JOURNALISM REVIEW | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS |
| Gold Lion | BROADWAY THE RAINBOW | MARS WRIGLEY CONFECTIONERY | DDB CHICAGO | ESTADOS UNIDOS |
| Gold Lion | BROADWAY THE RAINBOW | MARS WRIGLEY CONFECTIONERY | DDB CHICAGO | ESTADOS UNIDOS |
| Gold Lion | PAVING FOR PIZZA | DOMINO’S PIZZA | DOMINO’S PIZZA, Ann Arbor / CRISPIN PORTER BOGUSKY+, Boulder | ESTADOS UNIDOS |
| Silver Lion | MCDELIVERY-1 | MCDONALD’S FRANCE | TBWA\PARIS | FRANCIA |
| MCDELIVERY-2 | MCDONALD’S FRANCE | TBWA\PARIS | FRANCIA | |
| MCDELIVERY-3 | MCDONALD’S FRANCE | TBWA\PARIS | FRANCIA | |
| MCDELIVERY-4 | MCDONALD’S FRANCE | TBWA\PARIS | FRANCIA | |
| Silver Lion | DREAM CRAZIER OOH | SERENA WILLIAMS | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS |
| DREAM CRAZIER OOH | IBTIHAJ MUHAMMAD | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS | |
| DREAM CRAZIER OOH | CHLOE KIM | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS | |
| DREAM CRAZIER OOH | SIMONE MANUEL | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS | |
| DREAM CRAZIER OOH | SIMONE BILES | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS | |
| Silver Lion | TSUNAMI | AMNISTÍA INTERNACIONAL | VMLY&R, Santiago | CHILE |
| EARTHQUAKE | AMNISTÍA INTERNACIONAL | VMLY&R, Santiago | CHILE | |
| HURRICANE | AMNISTÍA INTERNACIONAL | VMLY&R, Santiago | CHILE | |
| Silver Lion | LOVERS, DON’T SPREAD THE HATE – BUTTER | UNILEVER | adam&eveDDB, London | REINO UNIDO |
| LOVERS, DON’T SPREAD THE HATE – MARMALADE | UNILEVER | adam&eveDDB, London | REINO UNIDO | |
| LOVERS, DON’T SPREAD THE HATE – HONEY | UNILEVER | adam&eveDDB, London | REINO UNIDO | |
| Silver Lion | ALABAMA | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA |
| ILLINOIS | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA | |
| TURKEY | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA | |
| MASSACHUSETTS | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA | |
| TEXAS | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA | |
| Silver Lion | NARCOS: THE CENSOR’S CUT | NETFLIX | WUNDERMAN THOMPSON BANGKOK / WUNDERMAN, Bangkok / J. WALTER THOMPSON BANGKOK | TAILANDIA |
| Silver Lion | COMPETITORS’ SALE | VOLVO | GREY BRAZIL, São Paulo | BRASIL |
| Silver Lion | THE NOT BIG MACS | BURGER KINGS | INGO, Stockholm | SUECIA |
| Silver Lion | THE FAKE NEWS STAND | COLUMBIA JOURNALISM REVIEW | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS |
| Silver Lion | SEETROEN | CITROEN | BETC, Paris | FRANCIA |
| Silver Lion | BROADWAY THE RAINBOW | MARS WRIGLEY CONFECTIONERY | DDB CHICAGO | ESTADOS UNIDOS |
| Silver Lion | SOUVENIRS DE PARIS | CENTRE POMPIDOU | MARCEL, Paris | FRANCIA |
| Silver Lion | LESSONS FOR GOOD | LEROY MERLIN | PUBLICIS ITALY, Milan | ITALIA |
| Silver Lion | BURN THAT AD | BURGER KING | DAVID SÃO PAULO, São Paulo | BRASIL |
| Silver Lion | BILLIE JEAN KING YOUR SHOES | ADIDAS | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS |
| Silver Lion | PAVING FOR PIZZA | DOMINO’S PIZZA | DOMINO’S PIZZA, Ann Arbor / CRISPIN PORTER BOGUSKY+, Boulder | ESTADOS UNIDOS |
| Silver Lion | STOP TRAFFICK | STREET GRACE | BBDO ATLANTA | ESTADOS UNIDOS |
| Silver Lion | SIGNS OF LOVE | ANZ BANK | TBWA\MELBOURNE | AUSTRALIA |
| Silver Lion | AIR MAX GRAFFITI STORES | NIKE | AKQA, São Paulo | BRASIL |
| Silver Lion | STREET-VET | PURINA | McCANN PARIS | FRANCIA |
| Bronze Lion | COKE PTSSHHHH | COCA-COLA | DAVID, Miami | ESTADOS UNIDOS |
| COKE FZZZZZZZ | COCA-COLA | DAVID, Miami | ESTADOS UNIDOS | |
| COKE KTCHKK | COCA-COLA | DAVID, Miami | ESTADOS UNIDOS | |
| Bronze Lion | PARIS | BIC | VMLY&R BRAZIL, São Paulo | BRASIL |
| BERLIN | BIC | VMLY&R BRAZIL, São Paulo | BRASIL | |
| LONDON | BIC | VMLY&R BRAZIL, São Paulo | BRASIL | |
| Bronze Lion | SHIRT | LAND ROVER | TBWA\ISTANBUL | TURQUÍA |
| POLO SHIRT | LAND ROVER | TBWA\ISTANBUL | TURQUÍA | |
| Bronze Lion | WELCOME TO AMERICA | SPOTIFY | SPOTIFY IN-HOUSE, New York | ESTADOS UNIDOS |
| GOD IS A WOMAN | SPOTIFY | SPOTIFY IN-HOUSE, New York | ESTADOS UNIDOS | |
| Bronze Lion | HOMEWORK | CHUPA CHUPS (SNACK TO HOME LIMITED) | CHEIL WORLDWIDE HONG KONG | HONG KONG |
| MUSIC | CHUPA CHUPS (SNACK TO HOME LIMITED) | CHEIL WORLDWIDE HONG KONG | HONG KONG | |
| TIDY-UP | CHUPA CHUPS (SNACK TO HOME LIMITED) | CHEIL WORLDWIDE HONG KONG | HONG KONG | |
| Bronze Lion | PYRAMID | VOLKSWAGEN | ALMAPBBDO, São Paulo | BRASIL |
| PISA | VOLKSWAGEN | ALMAPBBDO, São Paulo | BRASIL | |
| Bronze Lion | NIKE DREAM CRAZY | COLIN KAEPERNICK | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS |
| NIKE DREAM CRAZY | LEBRON JAMES | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS | |
| NIKE DREAM CRAZY | SERENA WILLIAMS | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS | |
| NIKE DREAM CRAZY | SHAQUEM GRIFFIN | NIKE | WIEDEN+KENNEDY, Portland | ESTADOS UNIDOS | |
| Bronze Lion | BIRTHDAY 4 | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA |
| BIRTHDAY 3 | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA | |
| BIRTHDAY 5 | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA | |
| BIRTHDAY 2 | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA | |
| BIRTHDAY 1 | BURGER KING | LOLA MULLENLOWE, Madrid | ESPAÑA | |
| Bronze Lion | Ikea Real Life Series Strang… | IKEA | PUBLICIS SPAIN, Madrid | ESPAÑA |
| Ikea Real Life Series Simps… | IKEA | PUBLICIS SPAIN, Madrid | ESPAÑA | |
| Bronze Lion | SNOWFLAKES | CAPITA | KARMARAMA | ACCENTURE INTERACTIVE, London | REINO UNIDO |
| ME ME ME MILLENNIALS | CAPITA | KARMARAMA | ACCENTURE INTERACTIVE, London | REINO UNIDO | |
| BINGE GAMERS | CAPITA | KARMARAMA | ACCENTURE INTERACTIVE, London | REINO UNIDO | |
| CLASS CLOWNS | CAPITA | KARMARAMA | ACCENTURE INTERACTIVE, London | REINO UNIDO | |
| SELFIE ADDICTS | CAPITA | KARMARAMA | ACCENTURE INTERACTIVE, London | REINO UNIDO | |
| Bronze Lion | THE SIGN | COCA-COLA | PUBLICIS ITALY, Milan | ITALIA |
| Bronze Lion | FLY WITH US | FLYBONDI | GREY ARGENTINA, Buenos Aires | ARGENTINA |
| Bronze Lion | PRIDE SHIELD | FONDATION ÉMERGENCE | RETHINK, Toronto | CANADÁ |
| Bronze Lion | AIR MAX GRAFFITI STORES | NIKE | AKQA, São Paulo | BRASIL |
| Bronze Lion | HASHTAGS OF ARTS | MUSEU NACIONAL DE BELAS ARTES | NBS, Rio De Janeiro | BRASIL |
| Bronze Lion | REAL TIME MIC | METROPOLES | LEO BURNETT TAILOR MADE, São Paulo | BRASIL |
| Bronze Lion | WITHOUT A RAMP, A SIDEWALK IS A WALL | MOVIMENTO SUPERAÇÃO | Z+HAVAS, São Paulo | BRASIL |
| Bronze Lion | SEETROEN | CITROEN | BETC, Paris | FRANCIA |
| Bronze Lion | THE HALF BISCUIT | LEGACY / RSA | VMLY&R MELBOURNE / Y&R ANZ, Melbourne | AUSTRALIA |
| Bronze Lion | BUD LIGHT CEREAL | AB INBEV | ONLY IF, Mexico City | MÉXICO |
| Bronze Lion | THE FAKE NEWS STAND | COLUMBIA JOURNALISM REVIEW | TBWA\CHIAT\DAY, New York | ESTADOS UNIDOS |
| Bronze Lion | DIESEL X MUSTAFA | DIESEL | PUBLICIS ITALY, Milan | ITALIA |
| Bronze Lion | PAVING FOR PIZZA | DOMINO’S PIZZA | DOMINO’S PIZZA, Ann Arbor / CRISPIN PORTER BOGUSKY+, Boulder | ESTADOS UNIDOS |
| Bronze Lion | 12-HOUR DRIVE-THRU | POPEYE’S LOUISIANA KITCHEN | GSD&M, Austin | ESTADOS UNIDOS |
| Bronze Lion | STREET-VET | PURINA | McCANN PARIS | FRANCIA |
| Bronze Lion | DISTRACTED GOALKEEPER | UBER/ UBER | TECH AND SOUL, São Paulo | BRASIL |
| Bronze Lion | STOP TRAFFICK | STREET GRACE | BBDO ATLANTA | ESTADOS UNIDOS |
| Bronze Lion | THE NOT BIG MACS | BURGER KINGS | INGO, Stockholm | SUECIA |
| Bronze Lion | SLEEPING FLAGS | O.N.E. | ROTHCO | ACCENTURE INTERACTIVE, Dublin | IRLANDA |
| Bronze Lion | COME OUT AND PLAY | PADDY POWER | OFFICER AND GENTLEMAN, Madrid | ESPAÑA |
| Bronze Lion | SHARK BAIT | UBER EATS | SPECIAL GROUP, Auckland | NUEVA ZELANDA |
| Bronze Lion | UBERTOYS | UBER | DDB PARIS | FRANCIA |
| Bronze Lion | SOUVENIRS DE PARIS | CENTRE POMPIDOU | MARCEL, Paris | FRANCIA |
| Bronze Lion | BURN THAT AD | BURGER KING | DAVID SÃO PAULO, São Paulo | BRASIL |
