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91 Agencies Vying for Top Awards in Out of Home Advertising

Date: March 10, 2015

Summary:
The Outdoor Advertising Association of America (OAAA) has revealed the 91 contenders for the 2015 OBIE Awards. Now in its 73rd year, the OBIE Awards program is the oldest and one of the most prestigious shows in advertising, awarding creative excellence in the out of home (OOH) medium.

Body:
The Outdoor Advertising Association of America (OAAA) has revealed the 91 contenders for the 2015 OBIE Awards. Now in its 73rd year, the OBIE Awards program is the oldest and one of the most prestigious shows in advertising, awarding creative excellence in the out of home (OOH) medium.

In addition to multiple Silver and Gold OBIE Awards, OAAA will name three top prizes: Best Billboard Campaign, Best Street Furniture/Transit/Alternative Campaign, and Best Multi-format Campaign.

“With OOH, it has to be simple. That’s kind of the cost of entry…You have to get it right away, and I think that’s a really great creative challenge,” said Tom Scharpf, creative director, Venable Bell & Partners and 2015 OBIE judge. “You can solve something visually or you can solve it with a joke, but the joke better be quick and it better be well-written.”

The 91 campaigns nominated this year demonstrate the myriad ways that simplicity can be captured and expressed through the OOH medium. Some campaigns used that canvas to pique consumers’ interest through striking visuals, like the Mammoth Mountain execution that transformed a billboard into a brightly colored beanie to get travelers excited about being just an hour away from their ski weekend destination.

As technologies expand and improve, there are greater opportunities to personalize interactions with consumers. Coca-Cola used interactive digital bus shelters to bring their “Share a Coke” campaign to the streets of Chicago. The shelters allowed passersby to make a label with their own name on the giant bottle, creating a photo opportunity which could be shared via social media.

“It’s hard to make something that stops someone in their tracks without yelling at them. That’s the challenge: how do you stop them but reward them for their time? How do you do it in a way that’s insighful, that’s artistic, that’s entertaining?” said 2015 OBIE Chief Judge Dave Loew, EVP, executive creative director, Leo Burnett Chicago, and one of this year’s OBIE judges.

“What you’re seeing now with OOH more and more is people being able to interact with units with their mobile phones, and that creates this great two-way communication. That’s when things get really interesting,” said Loew.


The 2015 winners will be announced at the OBIE Awards Gala on Tuesday, May 12. The event will be held as part of the OAAA\TAB National Convention + Expo at the Manchester Grand Hyatt in San Diego, CA.

A complete alphabetical list of 2015 OBIE contender agencies and campaigns follows:

101 & Extra Credit Projects – Art Everywhere US
101 & Extra Credit Projects – Art Everywhere US "American Eagle Wall"
101 & Extra Credit Projects – Art Everywhere US "American Gothic Stairs"
30sixty advertising + design – HISTORY The World Wars
30sixty advertising + design – HISTORY The World Wars "Times Square"
30sixty advertising + design & Atomic Props – HISTORY HOUDINI
A&E Television Networks & BPG – A&E Bates Motel
Adams Outdoor Advertising – 1st Class Painting
Adams Outdoor Advertising – Boy Scouts Coastal Carolina Council
Adams Outdoor Advertising – Kuhn and Kuhn Law Firm

 

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