Chair of judges Maisie McCabe writes: "Huge congratulations to all the winners of the Outdoor Media Awards 2025. The shortlist was crammed with commendable campaigns, and the judges did an excellent job at the unenviable task of selecting the gold winners.
I've chaired the Outdoor Media Awards for three years now, and 2025's crop of winners was the hardest-fought. That so much great work is being developed, created and deployed is testament to the strength and breadth of the out-of-home industry, as well as its continuing evolution.
The Grand Prix debate was passionate, but respectful, and at least three fantastic campaigns would have been worthy winners. What's really exciting is that each of the contenders had unique strengths and were creatively (and effectively) deploying the medium in their own way."
THE 2025 OMA WINNERS
GRAND PRIX
British Airways – “BA brand” by MG OMD / Uncommon Creative Studio / Talon / Artbot
CREATIVE
Visual Craft Award
GOLD
Sky Sports – “Sky Sports tennis: new balls please" by Rapport / SCA
SILVER
Burger King – “Bundles of joy” by Posterscope / BBH / Walk-In Media / Bauer Media Outdoor
BRONZE
Lidl – “Lidl Jacket” by OMD UK / Talon / Accenture Song / Coolr / The Romans
Tech Innovation Award
GOLD
PepsiCo, Quaker Oats – “Share the warmth” by Grand Visual / Uncommon Creative Studio / Talon / OMD UK / Field Day London
SILVER
The LEGO Group – “Play Is your superpower” by Initiative / Rapport / Hello Charlie
BRONZE
Caprice Holdings –“The Ivy Collection Summer 2024" by Scoota
Installation and Experience Award
GOLD
Specsavers –“This van driver should’ve gone to Specsavers" by Grand Visual / Talon / MG OMD / Specsavers Creative / Ann Squared Events
SILVER
Bupa – "Health is" by Initiative / Rapport / Momentum / JCDecaux
BRONZE
AB InBev – "Stella Artois Wimbledon" by Starcom UK / Publicis OOH / St Marks Studios
PLANNING
Data and Intelligence Award
GOLD
Alzheimer’s Society – "A week in Blackpool" by Medialab / New Commercial Arts / Mediabridge
SILVER
Netflix – "Sparking conversations for Netflix" by iProspect / Dentsu OOH / Global / JCDecaux / Bauer Media Outdoor
BRONZE
Unilever – "Soft Server 2.0" by Mindshare / WPP Media OOH / The Trade Desk
Highly Commended
Shelter – "Winter Campaign 2024" by 8Cats Digital
Cross-Format Award
GOLD
Bupa – "Health is" by Initiative / Rapport / Momentum / JCDecaux
SILVER
Uber – "Trains, now on Uber 2.0" by Mother London / PHD / Talon / Artbot
BRONZE
KFC – "Scaling OOH with KFC’s Tower Burger" by WPP Media OOH / Mindshare / Mother
Highly Commended
Vimto – "Love the taste" by Wavemaker / Quiet Storm / WPP Media OOH / DOOH.COM
Cross-Channel Award
GOLD
PepsiCo, Doritos – "Extra flamin’ hot" by Grand Visual / Talon / Sips & Bites / YouTube / OMD UK / Good Relations / Ambient
SILVER
Haleon, Aquafresh – "Perfect teeth are just healthy teeth" by Spark Foundry / Publicis OOH / Grey London / VML
BRONZE
Netflix – "How pink guards took over Christmas for Squid Game 2" by iProspect / Dentsu OOH / Global
Highly Commended
AB InBev – "Stella Artois Wimbledon" by Starcom / Publicis OOH / St Marks Studios
Programmatic OOH Award
GOLD
Caprice Holdings – "Ivy Collection Summer 2024" by Scoota / Adsquare
SILVER
Unilever Ice Cream – "Soft server 2.0" by Mindshare / WPP Media OOH / The Trade Desk
BRONZE
AMEX – "#WithAMEX" by UM London / Rapport
EFFECTIVENESS
Brand Building Award
GOLD
British Airways – "BA brand" by MG OMD / Uncommon Creative Studio/ Talon / Artbot
SILVER
Hiscox – "The most disastrous campaign ever" by Uncommon Creative Studio / Mediaplus UK / Posterscope
BRONZE
Uber – "Making local contextual" by PHD / Grand Visual / Talon / Artbot
Local Advertising Award
GOLD
Transport for West Midlands – "You’re bussing it" by BBJ&K / Impero
SILVER
Time Out – "What's good, London?" by Time Out
BRONZE
LeedsBID – "Leeds International Festival of Ideas 2024" by The Ark Media / Leeds Business Improvement District
New Approach Award
GOLD
Müller – "Evolution in creative OOH" by EssenceMediacom / WPP Media OOH /VCCP
SILVER
Emmi Caffe Latte – "That deserves an Emmi" by December19 / Mediabridge
BRONZE
FrieslandCampina – "Chocomel hot" by Wavemaker North / WPP Media OOH
Highly Commended
Adobe, Express – "Go big or go home" by Zenith UK / Publicis OOH
PLATFORM FOR GOOD
National Social Impact
GOLD
Bowel Cancer UK – "Tell your GP instead" by Beyond / Nice and Serious / Talon / Claremont
SILVER
Mens Minds Matter – "We’re losing more than money" by Media Bounty / UNCLE
BRONZE
BUPA – "Health is" by Initiative / Rapport / Momentum / JCDecaux / Purple Goat / Channel 4
Community Social Impact Award
GOLD
Alzheimer’s Society – "A week in Blackpool" by Medialab / New Commercial Arts / Mediabridge
SILVER
Bowel Cancer UK – "Tell your GP instead" by Beyond / Nice and Serious / Talon / Claremont
BRONZE
Reach PLC – "Christmas charity – thank you" by The Ark Media