Boring data made interesting: The winning formula behind Lumo’s 2024 Pixel champs

The Pixel Awards, a celebration of creativity and innovation in digital out of home, is back for its sixth year.

Submissions close on September 30, and awards organisers LUMO say the competition is heating up.

LUMO sat down with last year’s industry winners Joachim Pearson and Oscar Randle from independent creative agency Yarn to get their take on what makes a winning Pixel.

Find a great truth first

Pearson and Randle impressed everyone with their campaign idea, which used Google Maps data to show real-time supermarket crowd levels.

Pearson says that at first, they got caught up in brainstorming unique, but often overcomplicated ways of using data and trying to “build back” ideas from there.

“In the end we cracked it in the usual way, by finding a great truth first. We’d been angrily nodding our heads in agreement at how impossible peak-time grocery shopping feels for a while.”

Randle adds, “The insight had the tension we were looking for and felt like untrodden ground in the category. It was one of those great ones where the execution felt obvious and inevitable. Google Maps data, nothing fancy. We learned that ‘boring data’ becomes interesting when used to highlight a fresh insight.”

When asked if they would be entering again this year, Randle says he is benching himself this year.

“I’ll be freelancing and dodging scooters over in Asia for the next few months. ‘Ad-packing’, I’m calling it.”

Pearson adds that he “might give it a go”.

Head over to the Pixel Award website for full details on how to enter.

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