GroupM en su reporte “This Year Next Year Worldwide December 2017”, muestra el gasto en anuncios de exterior en España desde 2008 hasta 2016, con estimaciones para 2018. Según la fuente, se prevé que el gasto en anuncios de exterior alcance los 331 millones de euros en 2018, frente a los 518 millones de euros en 2008.

A pesar de que la inversión destinada a este tipo de canales BTL ha disminuido, estos espacios siguen siendo relevantes para las marcas. Para muestra un ejemplo:

Esta pieza, “Dress” de Unilever realizada por la agencia Lola Mullenlowe, fue una de las ganadoras en el Festival Internacional de Creatividad Cannes Lions 2018, en la categoría “Outdoor”. A continuación, te mostramos las campañas europeas ganadoras.

Europa: campañas ganadoras en Cannes Lions 2018

He aquí todos los ganadores de la categoría “Outdoor”:

CAMPAÑA MARCA PRODUCTO COMPAÑÍA PAÍS AGENCIA
DRESS UNILEVER MAGNUM LOLA MULLENLOWE Madrid SPAIN LOLA MULLENLOWE Madrid
THE REMARKABLE EDITH STABILO STABILO BOSS HIGHLIGHTER PEN DDB GROUP DÜSSELDORF GERMANY DDB GROUP DÜSSELDORF
THE REMARKABLE LISE STABILO STABILO BOSS HIGHLIGHTER PEN DDB GROUP DÜSSELDORF GERMANY DDB GROUP DÜSSELDORF
THE REMARKABLE KATHERINE STABILO STABILO BOSS HIGHLIGHTER PEN DDB GROUP DÜSSELDORF GERMANY DDB GROUP DÜSSELDORF
HACKER COLGATE PROTEX SOAP RED FUSE Paris FRANCE RED FUSE Paris
GRENADE COLGATE PROTEX SOAP RED FUSE Paris FRANCE RED FUSE Paris
AVALANCHE COLGATE PROTEX SOAP RED FUSE Paris FRANCE RED FUSE Paris
BIRD VOLKSWAGEN AG VOKSWAGEN USED CARS DDB GROUP GERMANY Berlin GERMANY DDB GROUP GERMANY Berlin
DOG VOLKSWAGEN AG VOKSWAGEN USED CARS DDB GROUP GERMANY Berlin GERMANY DDB GROUP GERMANY Berlin
BURGER MCDONALD’S MCDRIVE DDB BUDAPEST HUNGARY DDB BUDAPEST
FRIES MCDONALD’S MCDRIVE DDB BUDAPEST HUNGARY DDB BUDAPEST
BEACH TRANSAVIA AIRLINE HUMANSEVEN Paris FRANCE HUMANSEVEN Paris
CITY TRANSAVIA AIRLINE HUMANSEVEN Paris FRANCE HUMANSEVEN Paris
MOUNTAIN TRANSAVIA AIRLINE HUMANSEVEN Paris FRANCE HUMANSEVEN Paris
ASSEMBLING WESTDEUTSCHE LOTTERIE GMBH & CO. OHG WESTLOTTO GREY GERMANY Düsseldorf GERMANY GREY GERMANY Düsseldorf
VACUUM WESTDEUTSCHE LOTTERIE GMBH & CO. OHG WESTLOTTO GREY GERMANY Düsseldorf GERMANY GREY GERMANY Düsseldorf
TOILET WESTDEUTSCHE LOTTERIE GMBH & CO. OHG WESTLOTTO GREY GERMANY Düsseldorf GERMANY GREY GERMANY Düsseldorf
OLD GUYS THE GUARDIAN THE GUARDIAN KARMARAMA | ACCENTURE INTERACTIVE London UNITED KINGDOM KARMARAMA | ACCENTURE INTERACTIVE London
TOILETS THE GUARDIAN THE GUARDIAN KARMARAMA | ACCENTURE INTERACTIVE London UNITED KINGDOM KARMARAMA | ACCENTURE INTERACTIVE London
HAMAD & ALEXANDER PINK CROSS PINK CROSS TBWA\GERMANY Düsseldorf GERMANY TBWA\GERMANY Düsseldorf
MARIA & ELIZABETH PINK CROSS PINK CROSS TBWA\GERMANY Düsseldorf GERMANY TBWA\GERMANY Düsseldorf
WILFRID & NELSON PINK CROSS PINK CROSS TBWA\GERMANY Düsseldorf GERMANY TBWA\GERMANY Düsseldorf
EDITH & KATE PINK CROSS PINK CROSS TBWA\GERMANY Düsseldorf GERMANY TBWA\GERMANY Düsseldorf
ABDUL & MAO PINK CROSS PINK CROSS TBWA\GERMANY Düsseldorf GERMANY TBWA\GERMANY Düsseldorf
STREET NESTLÉ TUNISIE DISTRIBUTION KITKAT BARS J. WALTER THOMPSON Casablanca MOROCCO J. WALTER THOMPSON Casablanca
FACTORY NESTLÉ TUNISIE DISTRIBUTION KITKAT BARS J. WALTER THOMPSON Casablanca MOROCCO J. WALTER THOMPSON Casablanca
OFFICE NESTLÉ TUNISIE DISTRIBUTION KITKAT BARS J. WALTER THOMPSON Casablanca MOROCCO J. WALTER THOMPSON Casablanca
BRING BACK CLAIRE COLGATE COLGATE MAXWHITE ONE Y&R PARIS Paris FRANCE RED FUSE Paris
BRING BACK JOHN COLGATE COLGATE MAXWHITE ONE Y&R PARIS Paris FRANCE RED FUSE Paris
BRING BACK MARY COLGATE COLGATE MAXWHITE ONE Y&R PARIS Paris FRANCE RED FUSE Paris
BK CLOWN BURGER KING BURGER KING LOLA MULLENLOWE Madrid SPAIN LOLA MULLENLOWE Madrid
BALLS MCDONALD’S HAPPY MEAL TBWA\ZURICH SWITZERLAND TBWA\CHIAT\DAY NEW YORK  / TBWA\ZURICH
BALLOONS MCDONALD’S HAPPY MEAL TBWA\ZURICH SWITZERLAND TBWA\CHIAT\DAY NEW YORK  / TBWA\ZURICH
WOODEN BLOCKS MCDONALD’S HAPPY MEAL TBWA\ZURICH SWITZERLAND TBWA\CHIAT\DAY NEW YORK  / TBWA\ZURICH
VITRA VS. ODGER IKEA IKEA THJNK Hamburg GERMANY LOVED Hamburg / THJNK Berlin / THJNK Hamburg
THONET VS. TOBIAS IKEA IKEA THJNK Hamburg GERMANY LOVED Hamburg / THJNK Berlin / THJNK Hamburg
FRITZ HANSEN VS. SVENBERTIL IKEA IKEA THJNK Hamburg GERMANY LOVED Hamburg / THJNK Berlin / THJNK Hamburg
1_MIXTAPE/PLAYLIST MCDONALD’S BIG MAC TBWA\ZURICH SWITZERLAND TBWA\CHIAT\DAY NEW YORK  / TBWA\ZURICH
2_CASH/BITCOIN MCDONALD’S BIG MAC TBWA\ZURICH SWITZERLAND TBWA\CHIAT\DAY NEW YORK  / TBWA\ZURICH
3_JUKEBOX/SPOTIFY MCDONALD’S BIG MAC TBWA\ZURICH SWITZERLAND TBWA\CHIAT\DAY NEW YORK  / TBWA\ZURICH
4_VHS/MP4 MCDONALD’S BIG MAC TBWA\ZURICH SWITZERLAND TBWA\CHIAT\DAY NEW YORK  / TBWA\ZURICH
9_DISCO/CLUB MCDONALD’S SUISSE RESTAURANTS SÀRL BIG MAC TBWA\ZURICH SWITZERLAND TBWA\CHIAT\DAY NEW YORK  / TBWA\ZURICH
TOILET WESTDEUTSCHE LOTTERIE GMBH & CO. OHG WESTLOTTO GREY GERMANY Düsseldorf GERMANY GREY GERMANY Düsseldorf
ASSEMBLING WESTDEUTSCHE LOTTERIE GMBH & CO. OHG WESTLOTTO GREY GERMANY Düsseldorf GERMANY GREY GERMANY Düsseldorf
VACUUM WESTDEUTSCHE LOTTERIE GMBH & CO. OHG WESTLOTTO GREY GERMANY Düsseldorf GERMANY GREY GERMANY Düsseldorf
PARKOUR SCREENS SAMSUNG SAMSUNG GALAXY S9 CHEIL WORLDWIDE Madrid SPAIN CHEIL WORLDWIDE Madrid
#TANKFREE BORN FREE FOUNDATION BORN FREE FOUNDATION WCRS London UNITED KINGDOM WCRS London
FIGHT FOR TERRITORY LION STEINLAGER DDB GROUP NEW ZEALAND Auckland NEW ZEALAND DDB GROUP NEW ZEALAND Auckland
NIKE REACT GAME OF GO NIKE NIKE REACT GAME OF GO MEDIAMONKS Amsterdam THE NETHERLANDS WIEDEN+KENNEDY Portland
FOOTBALL DECODED MICROSOFT XBOX / FIFA 18 McCANN LONDON UNITED KINGDOM McCANN LONDON
PROJECT 84 CALM CALM adam&eveDDB London UNITED KINGDOM adam&eveDDB London
GAME OF THRONES “TAPESTRY” TOURISM IRELAND TOURISM IRELAND TOURISM IRELAND Coleraine UNITED KINGDOM PUBLICIS LONDON
VENT INSPECTION AD PEPCO VENT INSPECTION AD GREY POLAND Warsaw POLAND GREY POLAND Warsaw
#BODYCANTWAIT HANDICAP INTERNATIONAL HANDICAP INTERNATIONAL HEREZIE Paris FRANCE HEREZIE Paris
TRANSFORMATION OF A LANDMARK BMW AG BMW JUNG VON MATT Hamburg GERMANY JUNG VON MATT Hamburg
THE ROOM IKEA ITALY VIOLENCE AGAINST WOMAN CAMPAIGN DDB GROUP ITALY Milan ITALY DDB GROUP ITALY Milan
THE AMBER CUBE DAIMLER AG MERCEDES-BENZ MERCEDES-BENZ G-CLASS ANTONI Berlin GERMANY ANTONI Berlin
PROJECT 84 CALM CALM adam&eveDDB London UNITED KINGDOM adam&eveDDB London
GO WITH THE FAKE DIESEL DIESEL DIESEL Breganze ITALY PUBLICIS ITALY Milan / PUBLICIS New York
LOVING “IT” BURGER KING DEUTSCHLAND GMBH BURGER KING GRABARZ & PARTNER Hamburg GERMANY GRABARZ & PARTNER Hamburg
BLACK FUTURE SOCIAL CLUB NETFLIX BLACK MIRROR SEASON 3 DUDE Milan ITALY DUDE Milan
PROJECT 84 CALM CALM adam&eveDDB London UNITED KINGDOM adam&eveDDB London
RECRUITING CAR VOLVO VOLVO S90 FAMOUSGREY BRUSSELS BELGIUM FAMOUSGREY BRUSSELS
#HONDANEXTDOOR HONDA CR-V & HR-V SID LEE Paris FRANCE SID LEE Paris
GO WITH THE FAKE DIESEL DIESEL DIESEL Breganze ITALY PUBLICIS ITALY Milan / PUBLICIS New York
SCARY CLOWN NIGHT BURGER KING BURGER LOLA MULLENLOWE Madrid SPAIN LOLA MULLENLOWE Madrid
DRAW TO ART GOOGLE GOOGLE ARTS & CULTURE GOOGLE CREATIVE LAB London UNITED KINGDOM GOOGLE ARTS & CULTURE Paris / GOOGLE CREATIVE LAB London
NIKE REACT GAME OF GO NIKE NIKE REACT GAME OF GO MEDIAMONKS Amsterdam THE NETHERLANDS WIEDEN+KENNEDY Portland
DEISEL – GO WITH THE FAKE DIESEL DIESEL DIESEL Breganze ITALY PUBLICIS ITALY Milan / PUBLICIS New York
3 BILLBOARDS OUTSIDE GRENFELL, LONDON JUSTICE4GRENFELL JUSTICE BBH LONDON UNITED KINGDOM BBH LONDON
STATION WITH A VIEW SKODA FRANCE SKODA KAROQ ROSAPARK Paris FRANCE ROSAPARK Paris
BLACK FUTURE SOCIAL CLUB NETFLIX BLACK MIRROR SEASON 3 DUDE Milan ITALY DUDE Milan
NIKE REACT GAME OF GO NIKE NIKE REACT GAME OF GO MEDIAMONKS Amsterdam THE NETHERLANDS WIEDEN+KENNEDY Portland
FIGHT FOR TERRITORY LION STEINLAGER DDB GROUP NEW ZEALAND Auckland NEW ZEALAND DDB GROUP NEW ZEALAND Auckland
LOVING “IT” BURGER KING DEUTSCHLAND GMBH BURGER KING GRABARZ & PARTNER Hamburg GERMANY GRABARZ & PARTNER Hamburg
THE ROOM IKEA ITALY VIOLENCE AGAINST WOMAN CAMPAIGN DDB GROUP ITALY Milan ITALY DDB GROUP ITALY Milan
#HONDANEXTDOOR HONDA CR-V & HR-V SID LEE Paris FRANCE SID LEE Paris
GO WITH THE FAKE DIESEL DIESEL DIESEL Breganze ITALY PUBLICIS ITALY Milan / PUBLICIS New York
HUMAN MONUMENTS THALYS THALYS ROSAPARK Paris FRANCE
DRAW TO ART GOOGLE GOOGLE ARTS & CULTURE GOOGLE CREATIVE LAB London UNITED KINGDOM
RECRUITING CAR VOLVO VOLVO S90 FAMOUSGREY BRUSSELS BELGIUM FAMOUSGREY BRUSSELS
#WHATMAKESGREAT IBM INFORMATION & TECHNOLOGY OGILVYONE LONDON UNITED KINGDOM OGILVY & MATHER London

 

 

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