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OOH Kings of Planning & Efficiency @ the OOH Summit: and the winners are...


Initiative, DDB Brussels & Rapport crowned with Gold for Ikea ‘IKEA Stores Opening Mons & Hasselt’ in Planning ...

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JCDecaux & Clear Channel present the 3d edition of the OOH Summit


Creativity, data and technology in Out-of-home in the digital world. Don’t miss the train!...

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OOH Kings of Planning and Efficiency: Shortlist is out!


The OOH Kings jury has gathered and shortlisted the final 11 campaigns for the OOH Kings of Efficiency & Planning....

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Deadline extended 13/03 - OOHKings of Planning & Efficiency


Deadline extended to 13/03 Ultimate chance to go to the Cannes Lions Festival!...

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OOH King of Creativity: And the winners are..


DDB Brussels crowned with Gold for the Out-of-the-box ‘IKEA Stores Opening Mons & Hasselt’ campaign...

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OOH King of Creativity: 2016 shortlist is out!


The OOH Kings jury has gathered and shortlisted the final 9 campaigns for the OOH King of Creativity...

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OOH Kings : the jury


Clear Channel and JCDecaux announce the OOH Kings jury members: professionals from creative and media agencies, OOH agencies and advert...

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OOH Kings – Second edition


For the second year in a row, Clear Channel and JCDecaux have joined forces to promote the world of OOH and its benefits to the Belgian ma...

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OohKings concept

OOH Kings is the result of a joint-collaboration between Clear Channel Belgium and JCDecaux Belgium. The objectives of this event are to underline the efficiency of the OOH medium, highlight its creative potential and promote the numerous advantages of this fabulous medium.

The OOH Kings consist in three awards: “King of Creativity”, “King of Planning” and “King of Efficiency”. Each of them rewarding three different ways of including the OOH medium in an advertising mix (Poster, Out of the Box and Digital).
Each King category has a specific briefing, planning and proper rules for entries. Each King (3 in total) will receive a trip to the Cannes Lions Festival for 2 (including flight tickets, hotel nights and entry ticket to the Festival).

King of Creativity

The King of Creativity is the one that exceeds in OOH creativity, showing the most original concept, responding best to the brand’s objectives, and delivering a perfect execution of the concept. Moreover, the King of Creativity makes perfect use of the chosen OOH medium. To become King of Creativity, submissions can be made in one of these categories:


This can be a creation for street furniture, billboard, busses, trams, truck rears, indoor posters… Every OOH medium you can find in standard product offers, except digital.

Out of the box

This can be any OOH campaign outside the standard rate card offer, but making use of existing furniture. This can be a campaign with an interactive layer, a kind of sampling, special lighting effects, a reshaped format, augmented reality, etc. Whether it’s paper, digital or anything else, doesn’t matter.


This is a creation for a digital screen. Every OOH digital medium you can find in standard digital offer, such as metro screens, screens in railway stations, screens in the streets, on Carrefour parkings or in shopping malls.

King of Planning

The King of Planning is the one that shows the important role that OOH played in the media mix of his campaign. In other words, how OOH reinforced your media plan and how it contributed to achieve your objectives.

King of Efficiency

The King of Efficiency is the one that, as no one else, delivers rational evidence he achieved campaign goals. He is able to show how OOH enabled him to reach KPI’s defined for the campaign and the best ROI possible.

The OOH Summit takes place on 20/04/2017 at the Event Lounge in Brussels and celebrates OOH. After a mind-opening session with inspiring OOH specialists, the Awards ceremony will crown the OOH King of Planning and the OOH Kings of Efficiency


Try to convince the jury! How did OOH make the difference in terms of media planning of the campaign ?


Try to convince the jury! How did OOH make the difference in terms of efficiency of the campaign ?

Winners 2015

Gold Creativity

AUDI City Lights

DDB Brussels Romain Felix and Jonathan Benois

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The adaptive headlights, normally found in the new Audi A4, were integrated into a 210 m² billboard. The lights followed pedestrians and made it safer for them to cross the busy streets around the billboard. This campaign with a high stunt level managed to grab and keep the attention. Both in real life as online, where a video of the action racked up a lot of impressions.

Gold Efficiency

IKEA Sustainability

DDB Brussels and Initiative

The goal of this campaign was to inspire prospective clients and show them that IKEA’s products were nice and fun to use but also could easily fit into a sustainable life. Results prove that the poster’s layout, on one hand, was efficient to communicate Ikea’s message towards its prospects, and, on the other hand, has had a real sales impact. This campaign also received a Silver OOH King Award in the Creativity category.

Gold Planning

Ab InBev CUBANISTO End Of Year

Vizeum and Posterscope

A particularly punchy Out-of-the-box campaign : giant billboards were hung in the main cities of Belgium and in particular Brussels … with a hint of interactivity! Technology increased impact: people passing by could change the mask colour (the brand’s icon) by sending a tweet.


Aline Hoffmann

Head of Adverstising Renault Belgique Luxembourg.

Currently Head of Advertising for Renault and Dacia, Aline has had the chance to work within this big organization for the past 10 year being in charge of various programs in the marketing department. Being in charge of advertising is an incredible job that combines creativity and down to earth reality. This job is in constant evolution. Communication channels changed through time: when she stared there was no Instagram, nor retargeting nor Snapshat! Consumers have changed as well. They are more demanding and our role is to find messages that touch them at hart.

Frank Penne

Marketing Director Hypermarkets at Carrefour Belgium

Frank worked at Unilever for more than five years in several positions in Branding and Consumer and Marketing Insight. He joined MasterCard in January 2008 as Marketing Manager for 4 years. He is now responsible for all marketing activities for the Carrefour Hypermarkets in Belgium.

Joost Berends

Founding Partner and Creative Director at mortierbrigade

Joost is Founding Partner and Creative Director at mortierbrigade. Together with his three partners he founded the agency 12 years ago and in that period they won more than 250 national and international awards, with more than 30 lions, of which one Titanium, 6 consecutive Effie awards and 3 Grand Prix at Eurobest. Joost is responsible for clients like STIB/MIVB, De Standaard, Radio 1, Lampiris, Bicky and VPRO. When he’s not in the agency, he’s having fun with his four children.

Odin Sallié

Creative Director at DDB Brussels

Odin started as art director at Base Design (New York) and was one of the driving forces behind Boondoggle Amsterdam. At age 25 he became creative director at Boondoggle. With success, for 2,5 years. He was mainly responsible for De Morgen and Studio Brussel. He also worked on Belfius Bank and handled the international contacts for Maxi-Cosi. Last summer, he joined DDB Brussels as co-creative director.

Thierry Brynaert

CEO at MEC Belgium

Marketer at heart, having held various marketing positions with advertisers such as TPG Post Group, Spadel, Ac Nieslen, Colgate-Palmolive, Thierry Brynaert has a rather unusual profile from other media agencies CEO’s. He joined MEC / GroupM in 2007 as Head of MediaLab. After this, he held the function of Head of Trading in 2010, to become CEO of the agency in September 2015. His main challenge consisted of transforming the company on three levels : the employees, their functions and the processes, in order not to only implement a digital strategy but to fundamentally reshape the agency in a world increasingly digital.

Tom Van Hoof

General Manager at Initiative

Tom has more than 25 years experience in the marketing-, communication-, web- and media agencies. He’s been Client Service Director at JWT Dialogue, Group Account Director at Publicis, Account Director at LDV. He joined Initiative in 2012. Since early 2016 he’s been assuming the position of General Manager at Initiative.

Thomas De Greef

Commercial Director at Kinetic Belgium

Thomas is passionate about OOH Media & Innovation Activist. He is working as Commercial Director at Kinetic Belgium.