A campaign that turned a Sydney roadside billboard into the ultimate product demonstration has been crowned the Grand Prix winner at the 2025 OMA Creative Awards, announced today at a celebratory industry lunch at the Centennial Homestead in Moore Park.
Selleys If You Can Take It, It’s Yours developed by Howatson+Company was praised by judges for its execution of an Out of Home (OOH) idea that was both fun and interactive. The win will see the lead creative team head to the 2026 Cannes Lions Festival of Creativity in June.
To prove the strength of Liquid Nails, the product was used to glue a kayak, arcade machine, cricket bat, toolbox and even a 2.8‑metre marlin to a roadside billboard. Then came the challenge: If you can take it, it’s yours. Pedestrians, tradies, influencers, and even Australia’s second‑strongest man all had a go. None succeeded. Every attempt became social content, generating 47 million views and driving lifts in sales and brand awareness.
Charles Parry-Okeden, OMA Independent Chair, praised the campaign for using the unique characteristics of out of home to deliver a simple, yet clever idea.
“The Selleys campaign was a masterclass in product demonstration, public engagement, and the unique power of out of home. Congratulations to the winning team,” he said.
VML Australia also emerged as one of the day’s standout performers, with its campaign The Hidden Eye Test for 1001 Optometry securing wins in three categories — Best Classic Campaign, Best Innovation or Sustainability Campaign, and Best Small Format Campaign. The campaign employed the power of optical illusion, fine-tuned with AI and optometrists to create a vibrant campaign that turned classic transit posters into interactive diagnosis tools.
Now in their second year, the OMA Creative Awards celebrate the most innovative and impactful OOH advertising across Australia. A panel of senior creatives, marketers and industry leaders selected the winning campaigns from an impressive field of entries across six categories.
Elizabeth McIntyre, CEO of the OMA, said this year’s winners reflect the industry’s appetite for boldness and experimentation.
“What we’re seeing from the industry is a deepening confidence in the creative potential of Out of Home. This year’s winners show how powerful the medium can be in amplifying big ideas and clever creative. The standard continues to rise, and today’s results highlight just how far the sector is pushing the boundaries.
“On behalf of everyone at the OMA we extend our congratulations to all the finalists, especially our Grand Prix winners from Howatson+Company.”
