Australian creativity shines on global stage

Winner: Creative Award – Special Build
If You Can Take It, It’s Yours for Selleys by Howatson+Company with IPG Mediabrands.

A bold, playful installation that invited Australians to try and take a kayak, arcade machine and even a 2.8‑metre marlin that had all been glued to a billboard using Selleys Liquid Nails. The campaign was praised as a masterclass in product demonstration and public engagement.

Winner: Creative Award – Classic
The Hidden Eye Test for 1001 Optometry by VML Australia with media agency Wavemaker.

A clever public‑facing vision check using optical illusion, AI and optometrist expertise to transform classic Out of Home placements into a national conversation starter.

Winner: Technical Innovation Award
Mastercard Transit Tales by Hero with media agency Carat.

A data‑rich storytelling platform that brought commuter journeys to life through personalised, real‑time narratives. The campaign was recognised for pushing the boundaries of digital Out of Home and demonstrating the medium’s growing sophistication.

Special Mention – Creative Award (Classic)
Just Enough Bank for Bankwest by Bear Meets Eagle on Fire with Essence Mediacom.

A distinctive, character‑driven campaign that used humour and simple, high‑impact Out of Home placements to reinforce Bankwest’s brand promise.

OMA CEO Elizabeth McIntyre, attending the Congress in London, said the recognition reflects the strength and ambition of Australia’s creative community.

“Being here in London and seeing these campaigns recognised on the global stage reinforces Australia’s position as a leader in creativity and innovation. The winning campaigns could only have been executed in Out of Home, a medium that rewards bold thinking and invites the public to participate in the idea.

“It’s fantastic to see Australian work not just holding its own, but inspiring conversations among industry leaders from around the world.”

The awards were presented during the WOO Global Congress, where leaders from more than 40 countries gathered to celebrate excellence and discuss the future of the Out of Home industry.

These results follow last year’s success of Welcome to Melbourne for Specsavers, which won the Creative Award – Classic at the 2025 WOO Congress, further cementing Australia’s reputation as a global creative leader.

Also overnight, OMA Director and QMS CEO John O’Neill was recognised at the WOO Congress with the 2026 World Out of Home Organization (WOO) Leadership Award.