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OHMSA’s second Awards ceremony, recently held at Montecasino, commended the best of breed in the out of home industry, paying tribute to leading creative and avant-garde outdoor advertising. The award for Best Overall Outdoor Media and Best Mobile Media went to the Omo Socks campaign jointly developed by Unilever, ComutaNet and Integrator.

The highly innovative Omo Socks campaign required 5 000 socks, all in Omo’s brand colours to be skilfully applied to a 74.56m luxury bus. The execution expertly demonstrated that just one box of Omo can wash up to 5 000 socks. The vehicle was skilfully transformed from a basic mode of transport, into a memorable, mobile out of home advertising showcase. According to Erik Warburg from Integrator, ComutaNet, as Unilever’s outdoor media company, was an ideal partner thanks to its resourcefulness and ability to execute out-of-the-box thinking.

To complete the mammoth bus application, five skilled ComutaNet applicators worked around the clock for four days to fuse their ingenuity and experience gained from building RAG floats back in their student years. The completed application was an attention-grabbing sensation displayed to commuters, pedestrians and motorists along the bus’ route though Soweto to Polokwane between November and December 2007.

“We are over the moon with Unilever’s accomplishment and are honoured to be associated with this outstanding concept. With more than 20 years experience in commuter market advertising, ComutaNet is known to provide leading and innovative branding opportunities to almost 10 000 buses throughout South Africa,” says Craig Doubtfire, ComutaNet’s General Manager: Sales.