Howatson+Company Takes Out Grand Prix for Selleys ‘If You Can Take It, It’s Yours’ at 2025 OMA Creative Awards, Wins Trip to Cannes Lions

Why It Matters

The win underscores the growing power of interactive out‑of‑home advertising to drive massive engagement and measurable sales lift, setting a benchmark for brands seeking bold, experiential media strategies.

Key Takeaways

• Billboard turned into live product demo.
• 47 million social views generated.
• Campaign wins Grand Prix, earns Cannes Lions trip.
• Highlights OOH's interactive potential.
• VML Australia secured three award categories.

Pulse Analysis

Out‑of‑home (OOH) advertising is evolving from static signage to immersive experiences, and Howatson+Company’s Selleys stunt exemplifies that shift. By physically attaching a range of objects—including a 2.8‑metre marlin—to a roadside billboard, the agency turned a simple ad space into a kinetic showcase of Liquid Nails’ strength. The tactile demonstration invited pedestrians, tradespeople and influencers to test the product, turning each failed attempt into shareable content that amplified the brand’s message far beyond the physical location.

The campaign’s viral engine generated roughly 47 million views across social platforms, translating curiosity into concrete business results. Brands now measure OOH success not just by impressions but by direct engagement metrics, sales lift, and earned media value. Selleys reported noticeable upticks in both product sales and brand recall, proving that a well‑executed experiential stunt can deliver ROI comparable to traditional digital spend while reinforcing product credibility through real‑world proof.

Industry observers see the Grand Prix win as a signal that agencies must prioritize creativity that leverages the unique strengths of OOH—scale, public interaction, and surprise. The upcoming Cannes Lions trip will showcase this approach on a global stage, encouraging marketers to blend physical installations with digital amplification. Meanwhile, VML Australia’s AI‑driven "Hidden Eye Test" illustrates how technology can further enrich OOH, suggesting a future where data, AI, and experiential design converge to redefine outdoor advertising’s impact.