Browse the Cannes Lions’ gold & Grand Prix winners for 2018

The 12 Best Outdoor Ad Campaigns of the Year

Spicy fried chicken replaces the flames in KFC Hong Kong’s outdoor and print campaign from Ogilvy.

In advertising’s golden age, “outdoor” was a category essentially synonymous with billboards. And while there are certainly still a few creative boards on display in this year’s top winners at the Cannes Lions, most of the golds went to out-of-home ideas that push the edges of how marketers can engage passersby.

Take, for example, the massive dead whale created by Greenpeace Philippines and agency Dentsu Jayme Syfu. What looks at first to be a colossal carcass on the beach is, on closer inspection, a sculpture made from the types of plastic trash that are killing the region’s majestic ocean life.

Then there’s HBO’s SXSWestworld, which brought eerily lifelike sci-fi interactions to modern-day Texas for a next-generation festival experience.

The two Grand Prix winners perhaps represented both sides of the equation, reflecting traditional outdoor minimalism and the blurred lines between out-of-home and activations.

Check out all the 2018 Cannes Lions gold and Grand Prix winners in Outdoor on the following link:


Our favourite: 

KFC Hong Kong, “Hot & Spicy”

Stabilo Boss Highlighter Pen, “The Remarkable…”

Grand Prix: McDonald’s of Canada, “Follow the Arches”

Content Writer & Source: David Griner |