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OAAA Honors 2002 OBIE Winners
At a gallery reception at Parsons School of Design last evening, the Outdoor Advertising Association of America, Inc. (OAAA) unveiled its 60th annual OBIE Awards, recognizing creative excellence in outdoor advertising. Best of Show honors were awarded to newcomer Boone/Oakley of Charlotte, NC.
The winning billboard, from the Amusement and Entertainment category, was for the Charlotte Hornets, featuring the Hornets’ Jamal Mashburn literally "skidding" across the board. The copy line: "Reason #24 to get tickets: Mash." The agency’s work for the Charlotte Hornets also earned two Merit awards—one single and one for the campaign.
Boone/Oakley also won an OBIE Award in the Consumer Goods and Services category. That billboard, for another local advertiser, Charlotte Plastic Surgery, featured a clock with hands that move....backwards.
Since their founding in 2000, Boone/Oakley has earned a reputation for clever, tongue-in-cheek creative that gets people talking. In October 2000, their teaser campaign for 123Hire.com, featuring a picture of George W. Bush, but with copy reading "Gore 2000", garnered a lot of attention. (The pay-off board had additional copy advertising for a proofreader.)
Just 11 other agencies took home OBIE Awards. The Midwest was well represented with Adams Outdoor Advertising in Kalamazoo, MI, taking a media OBIE for a self-promotion billboard featuring an actual tv; Riley+Company (Ft. Wayne, IN) for Hacienda Mexican Restaurants ("Less artsy, more fartsy"), Schupp Company (St. Louis, MO) for the St. Louis Blues ("Do you bleed blue?"; and Burnham Richards (Green Bay, WI) for the Green Bay Gamblers hockey team ("We kick ath.").
DeVito/Verdi (NY) earned an OBIE for For Eyes ("Celibacy isn’t always a choice."); Boston’s Arnold Worldwide, Inc. won for Monster.com ("Too ugly to sleep your way to the top?"), CMG Communications (NY) for Virgin Atlantic Airways, TBWA\Chiat\Day (NY) for Absolut Vodka and Hollywood’s BLT & Associates for Universal Pictures ("Jurassic Park III"). In the International category, Toronto-based POW! Promotions or Whatever, won for their innovative "shower-stall" bus shelter for Lever 2000.
A Special F/X OBIE was awarded to Phactory (NY) for their interior train tunnel ad for Dasani Bottled Water.
Thirty-eight Merits and 55 Finalist certificates were also awarded.
The OBIE Hall of Fame Award went to Target for years of outstanding outdoor creative.
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