Motion Sickness wins big at Pixel Awards for Melanoma NZ campaign

An innovative campaign for Melanoma New Zealand that used LUMO’s DOOH technology to display a ‘live skin burn reading’ has won Motion Sickness creatives Andrew Hathaway and Kelly France the 2022 Pixel Awards.

This year’s awards received a lot 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. 

“The winning entries were chosen based on their innovative use of DOOH technology, as well as being visually captivating,” says 2022 Pixel Awards judge Tom Johnson, Creative Director at Special Group.

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

Creatives behind the winning campaign, Andrew Hathaway and Kelly France, say: “We all know the New Zealand sun is unforgiving, but it can be hard to remember the dangers when you can’t see them. In a partnership with Melanoma NZ, 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 $ 5,000 cash prize, as well as a Pixel trophy designed by New Zealand artist, Simon Lewis Wards.

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

LUMO CMO Hamish Smith says: “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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