Advancing OOH Worldwide
Mark Your Calendar
As the saying goes, “you’ve got to be in it to win it.”
- Check the date: visit the Awards page to confirm the current deadline.
- Plan ahead: set a reminder a few weeks prior — better yet, start your entry today.
The WOO Awards
Write a Winning Entry
Our Creative in Residence, Dino Burbidge, on how to write an award-winning entry. By reading this guide, you are already ahead of the competition.
Our aim is to give you robust, practical advice to ensure your entry stands out from the crowd — from the mechanics of the form to what the judges are really scoring.
Master the Form
Two key sections, each limited to 300 words. Space is tight — every word counts.
- Box 1 — The Campaign: describe what you did.
- Box 2 — The Rationale: explain why it should win.
Key Advice
- Choose the right category: make sure your campaign fits the criteria on the category page.
- Write bespoke copy: never paste generic press-release text — tailor every answer to the WOO Awards.
Seven Things That Win
What the judges are looking for
Originality and Stand-Out
Focus on submitting your absolute best work. Judges understand that resources vary by territory and factor this into their scoring — but they are experts who know if an idea has been done before. The goal: work that is fresh, new, or disrupts the status quo.
The judge asks“Have I seen this before?”
A Compelling Narrative
Judges may not know your local market or brand, so tell a clear story: the brand’s challenge, your solution, the execution, and the benefit to the audience. Keep it factual — avoid hyperbole.
The judge asks“Do I understand what this campaign was trying to solve, and why?”
Championing the Medium
Your entry must demonstrate the unique power of Out of Home. OOH should be central to the campaign, not a cut-down TV or social ad. Show how you used location, context, time or format creatively.
The judge asks“Does this campaign demonstrate the specific benefits of OOH as a medium?”
Visual Evidence (Critical)
OOH is a visual medium — it is nearly impossible to award an entry without seeing it in context. Provide high-quality links and control the narrative with your best assets. Images are a must; contextual videos are even better.
The judge asks“What did it look like in the real world?”
Measurable Impact
Entries that demonstrate they achieved or exceeded client objectives always score higher. Include engagement stats, sales uplift, social mentions or behavioural change — summarised top-line, never raw spreadsheets.
The judge asks“Did this campaign have a positive effect? If so, how?”
Scale vs. Special Builds
It is often easier to be creative with a single location than a mass media buy, so these are judged in separate categories. Submit to the correct one — judges may move an entry that fits better elsewhere, but don’t rely on it.
The judge asks“Did this campaign have creative restrictions we should be aware of?”
Think Like a Judge
Judges review many entries and give full attention to each. They appreciate fully completed forms, clarity on why it should win, and high-quality visuals. How you fill out the entry can be the difference between a winner and a runner-up.
The judge asks“Would this entry convince me, on its own, in one read?”
Good luck — we hope to see you on stage.