Ocean Art of Outdoor Awards 2013: judges reveal key to creative success

Judges at the 2013 Ocean Art of Outdoor awards have revealed that the key to successful outdoor creative is to keep it simple.

In Brand Republic's exclusive video (above) Steve Parker, managing director of MediaVest, said: "Any piece of communications has to come from a really powerful and valuable consumer insight if there’s to be outdoor that turns heads and potentially changes behaviour.

"What we’ve seen today is that simplicity can be super effective in that."

The 2013 Art of Outdoor awards were taken home by Twitter and Tate Britain for the Interactive and experiential, and DOOH categories respectively.

Ross Neil, creative director at WCRS, agreed with the judges: "I think when using technology, if it’s not helping then more often than not it’s getting in the way. With technology and outdoor, you’ve got to keep it simple."

Judges also noticed a gap between the possibilities and execution of outdoor campaigns.

Tim Bleakley, chief executive officer, Ocean Outdoor, commented: "I think the main challenge for creatives in outdoor right now is that technology is ahead of the knowledge and experience of using it in the creative industry."

Ann Wixley, creative director at OMD, said: "We’re like kids in a candy shop. There’s so much possibility, and, ironically, that sometimes hampers creativity because you almost have too many things to play with. Sometimes we forget about the simple, insightful, logical idea."

Watch the footage of the judging and hear all the judge’s views in the video above.

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