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OAAA Honors 2003 OBIE Winners: Crispin Porter + Bogusky takes Best of Show
At a gala reception and awards dinner at the Grand Hyatt last evening, the Outdoor Advertising Association of America, Inc. (OAAA) unveiled its 61st annual OBIE Awards, recognizing creative excellence in outdoor advertising. Best of Show honors were awarded to Crispin Porter + Bogusky of Miami, FL.
The winning campaign, a series of billboards from the automotive category, was for MINI COOPER USA. Copy lines from the series include: “Sliced Bread Sure had a Good Long Run,” “Let’s Motor,” and “0% Body Fat.” The Crispin Porter + Bogusky’s work for MINI COOPER has swept the awards shows this year. The agency’s MINI COOPER work has garnered numerous awards including Cannes Lions, Media Lion (2002), One Show Awards, Best of Show, Gold, Silver, and Bronze (2003), International Andy Awards, ANDY (2003).
Twelve other agencies also received OBIE Awards. The Big Apple took home three OBIEs. Bozell won the business & technology category with a campaign for Bank of America. The boards were designed to look like envelopes with the text copy appearing in the window section, for example: “Think about it. You’re licking glue. Pay bills online. Free.” Foote, Cone and Belding won an OBIE in the food & restaurants category for their series of billboards for Nabisco’s Lifesavers. This clever campaign assigned a “name” to each of the candy flavors such as: “Ms. Popularity. Cherry has taste and beauty. And she knows it.” The lifesavers work also won a Merit award for a series of mall displays. Creative for The Economist magazine won the media OBIE. The series of ads by Brand Architect International used familiar icons (litmus strip, depth gauge, epidermis, and polygraph) and minimal text to convey their message. The work also earned two Merit awards in the billboard group.
Three west coast agencies received OBIEs. Two OBIEs were awarded in the apparel category. The first went to Old Navy (
) for its “Fleece out… Climb in!” campaign which included covering the back seats of NYC taxis with red fleece, taxi tops, door stickers, and pine-scented fleece ornaments hung from the rear view mirrors. The second apparel OBIE was won by Borders Perrin Norrander (
). This billboard featured an image of a rugged jacket with the text “Repels all of the above,” referring to the sky above the poster. The consumer goods & services OBIE was awarded to Venables, Bell & Partners (
) for citywide campaigns (
, and NYC) promoting OZ for HBO Home Video. This campaign included posters, wrapped vehicles, bus shelters, transit, and more.
Last year’s Best of Show winner, Boone Oakley Advertising, continued its winning streak taking home another OBIE. This year’s award was in the amusements & entertainment category for Scarowinds at Paramount Parks. The agency also received three Merits and two Finalists in the billboard group for their Scarowinds and Brixx Pizza work.
The retail OBIE went to McGarrah|Jessee (Austin) for McCoy’s Building Supply Centers. The OBIE winning billboard “Drill” features a drill bit protruding through the board. The agency won a Merit for “Saw” which features a circular saw blade slicing the board in half. Both boards carry the copy: “Go build something.” Eisner Communications (Baltimore) took honors in the transportation, travel & tourism category with its OBIE winner animated taxi top display for US Airways Shuttle. The display features a game of Pong bouncing back and forth between
Two OBIEs were awarded to the Canadian agency TAXI (
). One in the international category for the MINI COOPER Canada Union Jack wall sign which featured an actual MINI mounted on the board and the second in the public service advertising category for a series of bus shelters done on behalf of Covenant House: “Not all kids want the same thing for Christmas.” The MINI COOPER work also won Merit awards in the individual billboard group, street furniture/transit/alternative group, and as a series campaign.
The Special F/X OBIE was awarded to zonazero (
) for a holiday drive safely public service ad sponsored by Poster Media Outdoor Company. The bus shelter depicts a sleigh, complete with smoke and lights, that had crashed through a bus shelter.
Thirty-three Merit and 58 Finalist certificates were also awarded. The complete list of OBIE Winners, Merits, and Finalists can be found at www.oaaa.org.
This year’s OBIE Hall of Fame Award was awarded to the McDonald’s Corporation in recognition of their long-standing excellence in the use of the outdoor medium.
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