04 What we do
Simple, relevant
and clever
THE OPEN SERIES OF BOOKS WAS BORN FROM THE DESIRE
TO CELEBRATE, AND INTERROGATE, STRONG CREATIVE
DESIGN. ILLUSTRATING HOW OUT OF HOME (OOH) IS PART
OF OUR CITYSCAPE, OUR COMMUTE, OUR WEEKEND AND
OUR SHOPPING AND HOLIDAY EXPERIENCES, OOH IS THE
ORIGINAL TWEET AND IT CANNOT BE SWITCHED OFF,
IGNORED OR FAST-FORWARDED.
OPEN 3 , the third edition in the OPEN
series, was developed in partnership
with Federation Publicité Exterieur
International (FEPE), Outdoor Advertising
Association of America (OAAA), Canadian
Out of Home Marketing and Measurement
Bureau, and Outsmart UK. Featuring
a variety of standout OOH campaigns
from Australia and abroad, OPEN 3 is
more than just a collection of images –
it also features opinions and experiences
about advertising and creativity crafted
by a league of world-wide advertising
industry leaders.
The OMA distributed OPEN 3 to 2,500
media, marketing, creative, government
and OOH representatives in Australia,
using it as an opportunity to educate
and to inspire, maximising OOH’s creative
potential for brands. The campaigns
featured are evidence of OOH’s increasing
role as an important media channel.
An additional 4,000 copies of OPEN 3
were distributed internationally including
at major industry conferences and events :
— — OAAA National Conference,
New Orleans, United States
— — FEPE International Conference,
Stockholm, Sweden
20
Following international launches, the
OMA officially launched OPEN 3 in
Australia in June where the topic Has
commercial creativity in Australia fallen
behind the rest of the world? was debated
by a panel of speakers. The event was
curated in conjunction with Mumbrella
Bespoke, and attracted an audience from
creative and media agencies, as well
as advertisers.
Speakers included:
— — Carmen Bekker, Business Consultant
— — Simon Fowler, Associate Creative
Director, WiTH Collective
— — Andrew Howie, Group Marketing
Manager, Meat and Livestock
Australia
— — Alison Tilling, Head of Planning,
BMF Australia