A street vendor selling food from a modest cart just generated Rp 400 billion in earned media value through a billboard.
Most people assume Out-of-Home advertising is a passive medium. Means you put something up, people walk past it, and you hope for the best. But here’s the truth that the industry keeps ignoring. When OOH is used with intention, creativity, and the right strategic thinking, it builds business, it sparks conversations, it moves sales by 372%. And apparently, it also wins awards.
Nord & Smith Wins 2 Bronze Awards at Campaign Indonesia Awards 2026.
We are proud to announce that Nord & Smith has been recognized at the Campaign Indonesia Awards 2026, one of Indonesia’s most prestigious platforms celebrating excellence in marketing, campaigns, and digital innovation. Out of a highly competitive field of agencies, marketers, and content creators from across the country, Nord & Smith brought home two Bronze Awards, one for B2B advertising and one for visual content. Both wins, notably, were rooted in the power of Out-of-Home.
Best B2B Advertising Campaign (Bronze) – “Welcoming Mas Slamet” Campaign for Jaris & K
Out-of-home advertising has long struggled with a perception problem in the B2B space. It’s seen as a consumer medium, difficult to measure, and even harder to justify in a pitch room. The “Welcoming Mas Slamet” campaign set out to dismantle that narrative and it did so in the most unexpected way possible.
Faced with underutilized billboard inventory, Jaris & K made a bold strategic decision. Instead of waiting for a client to fill those spaces, they would use the spaces themselves to prove the medium’s value. The chosen face of the campaign wasn’t a brand ambassador or a CEO. It was Mas Slamet, a humble street vendor, placed deliberately across high-traffic, strategically selected OOH locations.
The result was a campaign that didn’t just generate awareness. It generated over 71 million impressions. More than Rp 400 billion in earned media value. A 372% increase in sales. By turning vacant inventory into a live product demonstration, Jaris repositioned itself not as a media owner, but as a creative and strategic partner and the industry took notice.
This is what we mean when we say OOH is measurable. This is what we mean when we say data-driven execution changes outcomes.
Best Use of Visual Content (Bronze) – “MR.DIY This Way” Campaign
In a world flooded with copy, the most radical creative decision you can make is to say nothing at all.
MR.DIY needed to communicate one simple but powerful message. We are everywhere, and we are close to you. The challenge wasn’t the message but it was the medium. On fast-moving outdoor surfaces, people have seconds, sometimes less, to absorb information. Heavy copy doesn’t survive that. Clever wordplay gets lost. But a well-designed arrow? That lands instantly.
The “MR.DIY This Way” campaign stripped communication down to its visual core, using a directional signage system (arrows, distance indicators, layout) to deliver proximity without a single line of explanation. Executed across multiple cities using real location data, the visuals felt both believable and personally relevant. The campaign successfully drove over 8.8 million impressions, proving that the most effective message isn’t always the loudest one. Sometimes it’s the clearest.
Design, when treated as the idea itself and not just the packaging, becomes the most powerful language an OOH campaign can speak.
Two campaigns. Two very different briefs. Two completely different creative approaches. But the same underlying principle. OOH, when executed with precision, data, and strategic clarity, delivers results that stand up on any stage.
The Campaign Indonesia Awards 2026 recognizes campaigns that don’t just perform but they contribute to the growth and evolution of Indonesia’s marketing landscape. We believe these two campaigns do exactly that. One proves OOH’s legitimacy as a B2B tool. The other proves that visual thinking can outperform even the most copy-heavy strategy.
We’re proud of this recognition. But more than the awards, we’re proud of the work, the thinking behind it, and the clients who trusted us to push beyond the conventional.
Get your OOH campaign planned and executed with the right strategy with Nord & Smith, the data-driven OOH agency you can definitely trust.
