OUTWARD is an annual award for the best design of large format posters, launched by outdoor akzent in 2000 with the aim of encouraging and rewarding quality and creativity in poster design. The interest of agencies, design studios and companies for the annual Outward Award grows every year, which testifies to its importance in the industry.
“Organising Outward is a special challenge every time, every year is specific and different because political and economic developments are very often reflected in current trends in the advertising industry. We are especially pleased that Outward has been well accepted by industry professionals. It has become an award that is increasingly important in developing and encouraging creativity and innovation. Through creative expression on the poster, the position of outdoor advertising is strengthened. Every year, we try to approach the award in a new way. For example, a few years ago we introduced an audience award that greatly dynamised and popularised the award, and this year we launched several special projects that made the poster as a medium even more interactive. For example, projects like Mantyhose which helped popularise double formats for which we recently received the Effie Award, and also the award for the best use of outdoor media, which is a new OUTWARD category.
The criteria for selecting the poster of the year are as follows;
During September, when the competition opened, agencies, design studios and companies nominated a total of 61 works in six categories, published or, as we poster designers like to say, pasted from August 2010 to August 2011 on one of the official panels in Croatia.
In addition to billboards, which compete in a total of three categories, the annual awards are awarded to city light posters, megaboards, and a new category introduced this year – the best use of outdoor media. In the new category, best use of outdoor media, the strategy, conceptual planning, creative production, and effectiveness of the campaign are evaluated. ”
The expert jury consisted of leading experts from marketing agencies and companies; Krešimir Macan – Manjgura, Ana Lisinski – Omnicom Media Group, Vladimir Gnjidić – Dukat, Tanja Škorić – Bruketa&Žinić OM, Dino Komar – Tvornica duhana Rovinj, Vilijana Belas – Privredna banka Zagreb, Kristijan Gregorić – Karlovačka pivovara, Dragica Marjanović Prce – Uniqua osiguranje, Igor Perkušić – Nukleus creative agency, Nenad Trifunović – K&K Promotion, Matko Jovičin – TF Marketing, Dragan Lakičević – Grey Group Croatia, Jadranka Kolić Krzelj – McCann Erickson, Mislav Vidović – Digitel&, and Asja Krstevski – Unex.
From the total number of submitted works, the expert jury selected 8 winners. Three best billboards, one city light, one megaboard, one series of billboards and city lights, and a poster in a new category – the best use of outdoor media.
By voting until 25 October, the audience had the opportunity to give their vote to the best billboard in the 2010/2011 season.
The overall winner of this year’s Outward is without a doubt the creative agency Imago RA with awards in as many as six categories for clients Raiffeisen Bank and Mobis electronic. The first prize in the individual billboard category went to Bruketa&Žinić OM with the work “Last chance to pick up a virgin”, for the family-run farm OPG Sandi Chiavalon, while the third prize in the same category went to McCann Erickson for the Jewish film festival called “Masterpiece”.
The 2011 Outward Awards Ceremony was hosted by Danijela Trbović and Boris Mirković in the premises of the Culture Factory, with Urban & 4 ensuring a great atmosphere at the after party.
We must give our special thanks to the creative professionals of the agency NUKLEUS who diligently turned all our ideas into visible and tangible materials.