TBWA\Melbourne and Specsavers Win Grand Prix at Inaugural OMA Creative Awards

The winners of the first-ever OMA Creative Awards have been unveiled at an exclusive Cannes-themed lunch hosted at the Sofitel Wentworth Sydney, celebrating the best in outdoor advertising creativity across Australia.

Taking home the 2024 Grand Prix was the 'Welcome to Melbourne' campaign for Specsavers ANZ, created by TBWA\Melbourne.

Lead creatives Tom Badge and Alana Wood have been awarded a trip to the 2025 Cannes Lions International Festival of Creativity in June, including return airfares, accommodation in central Cannes and full festival passes.

The Executive Jury also awarded an Honourable Mention to the Black Friday Sale campaign for Kitchen Warehouse, created by Special Group’s Matt Aitken and Mark Schöller.

2024 OMA Creative Awards – Category Winners

Best Classic Campaign
Campaign: Black Friday Sale
Advertiser: Kitchen Warehouse
Creative: Special Group
Lead Creative Team: Matt Aitken, Mark Schöller

Best Multi-Format Campaign
Campaign: Welcome to Melbourne
Advertiser: Specsavers ANZ
Creative: TBWA\Melbourne
Lead Creative Team: Tom Badge, Alana Wood

Best Special Build Campaign
Campaign: Black Friday Sale
Advertiser: Kitchen Warehouse
Creative: Special Group
Lead Creative Team: Matt Aitken, Mark Schöller

Best Digital or Programmatic Campaign
Campaign: Storm Season
Advertiser: Suncorp Insurance
Creative: ArtBot
Lead Creative Team: Sophie Tran, Nina Gonong

Best Innovation or Sustainability Campaign
Campaign: Healthier Ways
Advertiser: Zespri Kiwifruits
Creative: Dentsu Creative
Lead Creative Team: Zac Pritchard, Carleen Ramsay

Best Small Format Campaign
Campaign: Banana Gym Pass
Advertiser: Hort Innovation (Australian Bananas)
Creative: Thinkerbell
Lead Creative Team: Daniel Li, Mitchell Taylor

Elizabeth McIntyre, CEO of the OMA, said, “Our Grand Prix winner, the Specsavers’ 'Welcome to Melbourne' campaign, is exactly what great outdoor is all about. It’s a masterclass in simplicity, impact, humour, hyper-local storytelling and long-term brand building. It’s everything we love about outdoor; instantly engaging, impossible to ignore, and brilliantly placed.

"Congratulations to all our winners, finalists and to everyone who entered this year. The response to our first OMA Creative Awards has been nothing short of phenomenal - from the significant number of quality entries received, to the extraordinary calibre of our inaugural jury, right through to the enthusiasm and support from the industry at large.

"The benchmark has been set very high, and we can’t wait to see where the next wave of creative thinking and innovation will take outdoor advertising in the years to come.”