Motion Sickness’ Hathaway & France take top spot at 2022 Pixel Awards

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AUCKLAND, Wednesday: After a receiving a record number of entries, Lumo has announced that Andrew Hathaway and Kelly France of Motion Sickness have won the 2022 Pixel Awards, with their campaign for Melanoma New Zealand.

The innovative campaign uses Lumo’s DOOH technology to display a ‘live skin burn reading’ on billboards across the country, to remind New Zealanders about the danger of sun exposure.

Lumo CMO Hamish Smith said: “This year’s awards garnered a huge amount of interest and enthusiasm from the creative industry, in particular the independent agencies, which led to the judges also awarding three highly commended entries to Pitchblack Partners, Daylight Creative, and Yarn Agency.”

Pixel Awards judge Tom Johnson, creative director at Special, said: “The winning entries were chosen based on their innovative use of DOOH technology, as well as being visually captivating.

“The Melanoma New Zealand campaign used the medium particularly well – it was a clever way to use Lumo’s technology to educate New Zealanders about the dangers of sun exposure.”

“By syncing Lumo’s billboards to the official UV index, we’re able to show Kiwis exactly how at-risk they are at any given time.”

Kelly France said: “We all know the New Zealand sun is unforgiving, but it can be hard to remember the dangers when you can’t see them.

“We wanted to expose the risks the New Zealand sun poses by having Lumo’s billboard sites display a ‘live skin burn’, which accurately reflects skin that has been exposed to that UV level throughout the day.

“By syncing Lumo’s billboards up to the official UV index, we will be able to show Kiwis exactly how at-risk they are at any given time.”

The Melanoma New Zealand campaign will receive $40,000 worth of media placement across the Lumo digital network to showcase the creative. Plus the Motion Sickness creative team will also take home a $5000 cash prize, as well as a Pixel trophy designed by New Zealand artist Simon Lewis Wards.

The highly commended entries from Pitchblack, Daylight, and Yarn will also see their campaigns on screens across the country.

Hamish Smith: “We’ve been blown away by the interest and engagement from the creative industry in the Pixel Awards; the calibre of entries was truly impressive. The record number of entries indicates an increasing understanding of the technologies and creative possibilities that Digital Out-Of-Home affords. We hope the success of the awards serves as a catalyst for more dynamic and creative campaigns moving forward.”

Awarded Campaigns

Motion Sickness: Melanoma New Zealand
Pitchblack Partners: Burger King
Daylight Creative: Arepa
Yarn Agency: Hell Pizza

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