AUCKLAND, Today: NZ-owned full-service indie agency Pitchblack Partners has taken out the latest round of the Lumo Pixel Awards, a quarterly competition designed to inspire and celebrate dynamic and interactive creativity for the digital out-of-home sector.
The Pixels Award went to Liz Richards and Nick Dellabarca for a campaign that put Lumo’s real-time technology to work for Radio Hauraki.
The campaign saw live on-air headlines and soundbites from Radio Hauraki being beamed direct to digital billboards around the country, so commuters could be drawn into on-air conversations in real-time.
How did they pull it off? A chat group including the agency creatives and Radio Hauraki producers, selected and finessed soundbites during the show, sending them directly from the studio, straight onto the billboards.
“The judging panel included Stanley St’s Kim Ellison, Pitchblack’s Tom Paine, Contagion’s Bridget Taylor and Augusto’s Matt Sellars.”
Lumo ceo Phil Clemas said: “The Pitchblack campaign was a standout due to its timing in our post-lockdown environment, strong branding and effective use of keeping messaging relevant and engaging.”
Pitchblack creative partner Liz Richards said: “The entry was based around news and current events being pretty gloomy right now with pandemics, riots, and a financial crisis.
“Sometimes you need a break from that on your morning commute and, over on Radio Hauraki, they’re probably discussing something a bit more light-hearted.
“So to encourage drivers to tune in to Matt Heath & Jeremy Wells on the Breakfast show, we used the Lumo network to show in real-time what is being discussed on air at that exact moment.”
The judging panel included Stanley St’s Kim Ellison, Pitchblack’s Tom Paine, Contagion’s Bridget Taylor and Augusto’s Matt Sellars.
Kim Ellison said, “We all agreed that the real winners were the entries that used the Lumo technology innovatively but still stayed true to the brand essence.”
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