AWARD, Leonardo.ai and OMA Launch 60-Hour GenAI Sprint for Creative Teams
Three industry bodies have launched a competition that asks creative teams to develop campaigns for nonprofits using generative AI, with the winning work deployed nationally across digital billboards.
AWARD, Leonardo.ai, and the Outdoor Media Association are running the AWARD Lab GenAI Sprint from May 7-9. Teams from AWARD Crash and AWARD Uni alumni will have 60 hours to respond to a nonprofit brief, using Leonardo.ai to generate visual ideas while working with production specialists from Commercial Producers Council member companies.
The structure treats AI as a tool that accelerates ideation, not one that replaces creative judgment. Teams must submit process logs showing how ideas evolved, allowing judges to assess human decision-making and originality alongside the final output.
How It Works
The nonprofit partner will provide approved, high-resolution images to ensure all creative outputs meet licensing requirements. Production expertise is built in from the start-teams won't develop ideas in isolation and hand them to producers later.
Mandie van der Merwe, AWARD Chair, said the sprint moves beyond discussing AI's potential into practical application. "This is about strong ideas, craft and technology working together, not one replacing the other," she said.
Dwayne Koh, Head of Creative at Leonardo.ai, said the tool supports teams as they explore and develop ideas. "The most important ingredients remain human insight and expertise," he said.
The winning team's campaign will be developed further with production partners and deployed nationally across premium digital out-of-home sites supplied by OMA members starting May 25.
Timeline
- Brief reveal: Thursday, May 7 at 12:00 pm
- Submissions close: Saturday, May 9 at 11:59 pm
- Judging begins: Monday, May 11
- Winners announced: Tuesday, May 19
- Campaign goes live nationally: Week of May 25
Elizabeth McIntyre, CEO of OMA, said digital out-of-home is "the world's most public gallery." The sprint demonstrates how creative ideas developed through people, craft, and technology can reach audiences at scale.
For creatives looking to understand how generative AI fits into campaign development workflows, see our guide to AI for Creatives and Generative Art.
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