iProspect UK wins four awards at the Outdoor Media Awards 2026

Out-of-home has become one of the most dynamic channels in modern media. As digital capabilities expand, audience planning becomes more sophisticated and brands seek stronger connections between awareness and action, OOH is playing an increasingly important role in driving business growth.

At the Outdoor Media Awards 2026, run by Bauer Media Outdoor, iProspect UK was recognised with four awards across planning, creative innovation and effectiveness. We took home Gold for Netflix, “Wednesday Season 2”; Gold and Silver for IKEA, “Oxford Street: An Iconic Launch” and Bronze for Netflix, “Toxic Town”.

Netflix - Wednesday, Season 2

GOLD: Planning Excellence – Cross-Format Award | Client: Netflix | (iProspect / dentsu OOH)

‘Wednesday’ Season Two was a campaign like no other, boldly spanning twelve outdoor formats and nine outdoor partners. Trading on Wednesday’s high recognisability and acerbic tone, we designed a campaign that felt unmistakably ‘her’: witty, morbid, and unforgettable. Each touchpoint was chosen to infiltrate the biggest moments of the summer, with bespoke creative bringing our dark humoured and culturally plugged in character to life. These successfully sparked conversations in the real world and the online one, fuelling our fandom for the return that our favourite goth girl deserved, with record breaking screen success.

Our real life, online strategy worked, with Wednesday related hashtags increasing by +17% on Instagram and +29% on TikTok over the course of the campaign. Pictures of our sites cropped up online as fans posed by them and wider event content caught us our goth girl as part of each big moment of summer. 

Wednesday’s return to screen was an undeniable success. Episode one, season two shot straight to the top spot of BARB’s UK TV weekly rankings after 4.5 million people tuned in during the first week of August. This was only the second time in the history of BARB that a streaming programme made it to number one. And its success didn’t stop there! Wednesday S2 secured the crown of most watched show on Netflix between July and December 2025, racking up 124m hours watched, with another 47m hours against season one. 

IKEA - Oxford Street: An Iconic Launch

GOLD: Planning Excellence – Cross-Channel Award & SILVER: Effectiveness – Brand Building Award | Client: IKEA | (iProspect / Mother / dentsu OOH)

In a challenging high street landscape, IKEA announced the opening of a new kind of store on retail’s biggest battleground – Oxford Street.

iProspect and IKEA’s agency partners were tasked with creating the most talked-about store launch in IKEA history, bringing Londoners back to Oxford Street and to an unfamiliar IKEA format. With its unparalleled scale and reach, OOH was selected as our lead media channel. We took over transport, timelines and airwaves to make IKEA unmissable across every touchpoint. We exceeded all benchmarks, from talkability and store awareness to footfall and sales. An iconic campaign for an iconic launch.

Netflix – Toxic Town

BRONZE: Tech Innovation Award | Client: Netflix | (iProspect / dentsu OOH / Liveposter / Open Media / Ocean Outdoor)

The Toxic Town series follows the story of Corby mothers, whose children were born with severe health issues due to poorly managed toxic waste from the neighbouring steel works, and their battle with the authorities over several years for accountability and justice. Looking to enable and spark conversation, we needed to make our audience aware of the subject matter, which although one of the UK’s biggest environmental disasters, was surprisingly unknown across the UK, with 72% of Brits having no recollection of the Corby poisonings.

Obscured OOH creatives would generally be a campaign setback, however, for Netflix’s Toxic Town campaign this was the heart of the activation to communicate an important environmental message - “just because you can’t see it, doesn’t mean it’s not happening”. Through Dynamic Content Optimisation paired with Accuweather’s real-time air quality data, in 3 UK cities we used data & tech to creatively communicate the damage caused to the people of Corby by breathing in Toxic air. 

Recognising the power of connected performance

These wins reflect the collective talent of our teams, clients and partners, and the role that connected media can play in driving measurable growth.

From culturally driven entertainment launches to landmark retail moments, each campaign was built to create meaningful audience connections while delivering tangible business outcomes.

Congratulations to everyone involved in this exceptional work.

You can view the full list of winners here: https://www.bauermediaoutdoor.co.uk/outdoor-media-awards/winners.