By Eleftheria Parpis
Nokia, "The World's Biggest Signpost"
Farfar, Stockholm, Sweden
The now-defunct agency Farfar deserves the top honor for its fresh outdoor execution touting Nokia's navigation system. A motorized, 164-foot-high, arrow-shaped sign directed pedestrians to their favorite places. The sign displayed the locations and their distances from the billboard to spots texted or posted to a Nokia Web site. The arrow rotated to point in the direction of the displayed destination. The engaging, two-week installation, which turned a utilitarian tool, Nokia's navigation system, into an entertaining, shared experience-favorite places were posted online-is worthy of an Outdoor Grand Prix win in the Ambient category. (For the first time, Outdoor will give out two top trophies, one for Billboards & Street Furniture and Posters, the other for Ambient.) Ambient winners could also include Nike Livestrong's "Chalkbot," the outdoor portion of HBO's "Imagine" campaign and Volkswagen's "The Fun Theory."
Jury president: Tay Guan Hin, regional ecd, JWT Asia. Entries: 3,822.