In recent years, we have seen an increasing demand for creative outdoor solutions in the Danish market. This is a development we at Bauer Media Outdoor are very happy about, but also a development we would like to see continue.

Therefore, in collaboration with Dansk Markedsføring, we have introduced the "Creative Outdoor Award" at this year's Rambukken. The award rewards creativity and will help to focus on the fact that outdoor is more than a coverage medium. We want to open their eyes to outdoor as a media channel where you, as an advertiser, have the opportunity to capture your target group's attention, for example by being extremely eye-catching and standing out in the cityscape or by involving them in the campaign by utilising new technology such as AR.

Karsten Rask, Country Manager at Bauer Media Outdoor Denmark, says about the development in OOH:

"For several years we have seen a great development in creative outdoor campaigns from abroad, but I think that we in Denmark are catching up. This is a development we are extremely happy about at Bauer Media Outdoor, but also happy on behalf of the entire category. We have therefore chosen to join forces with Dansk Markedsføring on this new Rambuk award, which rewards brands that have the courage to create innovative and creative outdoor solutions.

^{Karsten Rask, Country Manager at Bauer Media Outdoor Denmark}

‍

‍

Rasmus Lundorff, Senior Manager Create & Engage follows up:

"In recent years, we have seen an increasing willingness and desire to create solutions that challenge and develop our media. Here at Bauer Media Outdoor, we have successfully broken traditional formats and created eye-catching installations that have given brands extra publicity and left consumers with a positive impression of the brand. We were also the first in the Danish market to integrate digital solutions such as AR into our campaigns."

For many years, outdoor has simply been about buying coverage and high frequency, but in recent years we have seen a greater focus on creative impact solutions from our clients

^{Henrik Welling, Senior OOH strategic specialist at Mindshare}

For the past two and a half years, Bauer Media Outdoor has had a dedicated "Create & Engage" department for creative outdoor solutions, which has resulted in huge loaves of bread and fragrant bus shelters.

‍

‍

The new Rambuk award is also welcomed by advertising and media agencies, where the opportunities to use outdoor media in new and different contexts have become an addition to the toolbox.

Henrik Welling, Senior OOH strategic specialist at Mindshare says:

"There are now many different ways to utilise the outdoor medium creatively, which we as planners really appreciate. For many years, outdoor has simply been about buying coverage and high frequency, but in recent years we have seen a greater focus on creative impact solutions from our clients. This includes large banners with various effects, creative adshels and intelligent ways to utilise DOOH. There is no doubt that these solutions contribute positively to a campaign and increase the effect, both in terms of ad recall and quality of exposure.So we are very much looking forward to the new award, which should raise the bar across the industry so that we should be able to compete with some of the solutions we see abroad."

In connection with the launch of the award, Dansk Markedsføring has decided that nominations in the category are free.