At this year’s Days of Communications, the central national advertising festival attended by 1,400 marketing professionals from Croatia and the region, the Outward Awards for Quality and Creativity in Designing Posters for Outdoor Advertising were presented. A total of 79 works in three categories applied for this year’s Outward competition; Billboard (43 works), City Light (21 works) and Megaboard (15 works). In the City Light category, the award went to the agency Bruketa & Žinić OM for the client Teatar Exit with the work “To go or not to go”; in the Megaboard category, the award was given to the agency BBDO Zagreb for the client Zagrebačka pivovara with the work “Case of Beer”, and in the Billboard category for the work “If you drink, don’t paste”, the award went to the agency McCann/Fahrenheit for the client Carlsberg Croatia.
In order to popularise outdoor advertising as a medium, the company outdoor akzent launched the annual Outward Award in 2000 with the aim of encouraging and rewarding quality and creativity in poster design. The award was given regularly from 2000 until 2011. This was followed by a break, which is why this year’s competition focused on works published on advertising space during 2012 and 2013.
The decision on the winners of this year’s Outward Award was made by an expert jury consisting of: Sanja Milinović (T-HT), Krešimir Prosoli (REAL GRUPA), Luka Kuharić (KUHARIĆ MATOŠ), Zoran Kureljušić (PBZ), Ivana Radić Čavlina (BELUPO), Mario Blaić (DUKAT), Vanja Blumenšajn (SENOR), Joško Jureškin (PUBLICIS), and Goran Božić (McCANN ERICKSON), presided over by Jury Chair Tin Ker (BBDO).
The jury evaluated the poster, or a series of posters, as an independent work, separate from other segments of the advertising campaign. The quality of the work, innovation in approach, and especially innovation in the treatment of the specifics of outdoor advertising were evaluated.