The Pixel Awards, created by Lumo to celebrate creative use of digital out of home media, is growing in popularity and will be expanded this year. We spoke with Lumo’s creative lead Rex Carpenter and chief technology officer Robin Arnold about the history of the awards, and why this year’s Pixels will be the biggest yet.
What are the Pixel Awards all about?
In 2019, Lumo established the Pixel Awards, which aim to promote creativity and innovation in the industry by using the dynamic capabilities of digital out of home.
Both industry and student categories have previously attracted record numbers of creatives, agencies and students eager to showcase their campaign ideas.
How are the 2026 awards different?
The OOH sector is the fastest growing media channel, with media revenue up 12.4% in 2025 and digital OOH accounting for almost 80% of that investment. To match this growing demand, it’s time to expand the opportunity for more digital creativity from a wider range of industry stakeholders.
This year we’re inviting marketers and teams, along with creative and media agencies, to take part. The 2026 awards will include a new Programmatic Pixel, to encourage buyers using programmatic platforms, which saw a 28% increase in spend last year compared to 2024.
Also, for the first time, we are pleased to extend the Pixel Awards to Australian media and creative agencies that plan and buy out of home in New Zealand, making this the first digital OOH awards programme open to both New Zealand and Australian brands.
What are judges looking for?
Judges look for simple yet effective digital OOH ideas that use clever design, data, technology and – where appropriate – dynamic creative optimisation to maximise attention and retention of the core message. Clear insights will be important to support the idea and campaign execution. Also be mindful of the basics of OOH ad design: less is more, messaging must be bold, attention-grabbing and relevant to viewers.
What were your favourite winners or entrants from recent years?
Over the past six competitions, the awards have showcased inspiring campaign ideas, many earning local and global recognition.
Standout campaigns include Hauraki FM (2019), which integrated audio feeds onto billboards in real time, and Melanoma NZ, which used UV data to illustrate sun damage according to local ratings.
In 2024, we saw a record number of entries, making the competition fierce. The winner was Bargain Box’s ‘Crowdometer,’ which highlighted supermarket busy times to promote online shopping convenience. Close behind was McDonald’s ‘Yum only takes a moment’, which used Google Traffic Data alongside drive-thru times to encourage drivers to stop for a treat.
Last year’s winner, ‘Vibe boards’, showcased real-time crowd levels at local bars for Cloudy Bay Wines, created by Jack Wadham and Karla Tarr from McCann Aotearoa (formally DDB Aotearoa), effectively translating live data into an engaging 8-second ad.
Where do I go to find more information?
Entering the Pixels is free! Here’s how to take part:
- Create a strategy for your client or brand.
- Design a campaign using Lumo’s large billboards and technology.
- Submit your entry.
Judging and the Awards ceremony will be scheduled for August with dates to be confirmed soon.
Visit pixelawards.nz for more information and mark July 1, 2026, in your calendar for when entries for Pixels 26 will open.
This story comes from NZ Marketing magazine issue 86, March-May 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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