Winners of Lumo Pixel Awards announced

Lumo has announced the winners of the 2025 Pixel Awards.

The awards were presented during a ceremony at The Tuesday Club in Auckland on October 24, celebrating the best in creativity and innovation across digital out of home (DOOH) advertising.

Labs project manager at Lumo Rex Carpenter says: “With the Pixel Awards in its sixth year it’s been exciting to see the growth of talent, creative and innovative ideas in entries over the years.

“What has been especially welcoming to begin to see is returning names who have previously entered as students, entering in the Industry Pixel after landing roles at creative agencies and the wider media industry.”

Celebrate great thinking

This year’s judging panel included Dan Wright (Deloitte), Dave Brady (Freebird), Susan Benseman (ANZ) and Jamie Snow (Latch), who praised the high standard of work, depth of strategic thinking and creative use of data.

“There was some great thinking there this year. The ideas that went a little deeper than novelty or used tech in more insightful ways to leverage the brand relevantly were the ones that rose to the top,” says Brady.

Benseman adds: “Loved seeing the breadth of creative ideas harnessing the power of OOH with clever use of Lumo’s data products.”

Snow says: “It was impressive to see entries thinking deeper about DCO as a tool to push brand positioning and strategy. With entries using a huge range of data points to develop emotion and layered contextual relevance into their creatives.”

A clever way to boost the hospitality experience

The Industry Award went to Jack Wadham and Karla Tarr from DDB Aotearoa for Cloudy Bay and their “Vibe Boards” campaign.

Their idea uses Google business data to identify nearby venues that are “busier than usual,” updating Lumo’s billboards in real time to highlight these spots and suggest a glass of Cloudy Bay bubbles, a simple, smart way to inspire a great night out.

Snow calls it “a fantastic correlation of brand, placement and vibe – a clever way to boost the hospitality experience.”

“An insight-led idea that took a not-so-obvious real-time data point and turned it into value for brand and consumer,” Benseman adds.

Combine insight and humour

The Student Award was won by Lucy Brunton and Talei Boonen from Auckland University of Technology for their “Time for an upgrade?” campaign for Turners Cars.

Using Lumo’s Lens data, their concept tailors messages based on vehicle data, combining insight and humour in a style true to the Turners brand.

“The level of ideas from the students was incredible. Picking the winner was close, it came down to a tight two horse race. Turners pipped it in the end. Taking the recognition tech to the next level and pitching it perfectly on brand. You see it, you get it, you smile. This could run tomorrow…” says Brady.

“They took a strong brand platform and created ‘Tina-isms’ enabled through the smart use of LUMO Lens, Tina is always watching,” Benseman adds.

The Lumo Pixel Awards continue to champion bold thinking and creative excellence, shining a light on the ideas shaping the future of DOOH.

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