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108 Campaigns Vying for Top Awards in Out of Home Advertising

Date: February 17, 2016

Summary:
The Outdoor Advertising Association of America (OAAA) has revealed the 108 contenders for the 2016 OBIE Awards. Now in its 74th 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 108 contenders for the 2016 OBIE Awards. Now in its 74th 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.

“When designing for OOH, it has to be beautiful, it has to be smart, and it has to be relevant ,” said Jim Copacino, Copancino + Fujikado, one of this year’s OBIE judges. “And if you can do all that, you win an OBIE.”

The 108 campaigns nominated this year demonstrate the myriad ways that simplicity can be captured and expressed through the OOH medium. McDonald’s displayed the infinity symbol using their classic yellow and red straw with the tagline “Endless Refreshment” to simply and effectively catch the attention of passersby.

“OOH forces you to be simple and clear about everything,” said Matt Dowshen, PNYC, one of this year’s OBIE judges. “It forces you to say that one true thing about your brand.”

To demonstrate improved software and hardware, Apple combed through tens of thousands of customer photos to use in its OOH campaign. The “Shot on iPhone 6” campaign demonstrates the quality of the phone’s camera, as used by everyday consumers trying to master the art of photography.

“OOH is looking beautiful today, and making its surroundings beautiful. I’ve seen some gorgeous pieces of work that are also hard-working ads,” said Gerry Graf, Barton F. Graf 9000, and Chief OBIE Judge.

As technologies expand and improve, there are greater opportunities to personalize interactions with consumers. Marcolin’s GUESS Eyewear engaged consumers in a unique interactive way using custom iPad additions at mall kiosks that enabled consumers to take a selfie and try on sunglasses while viewing the ad. JetBlue created an interactive trivia game hosted within a custom built fuselage. Mall shoppers were challenged to select the correct city from a multiple choice list corresponding with the aerial view to win a roundtrip ticket sweepstakes.

“A trend we’ll see continue is OOH’s relationship with technology. Its ability to engage people in such innovative and compelling ways is only going to get better,” said Tom Adams, Deutsch North America, also an OBIE judge. “OOH can now become a completely immersive experience.”

The 2016 winners will be announced at the OBIE Awards Gala on Tuesday, April 19. The event will be held as part of the TAB/OAAA OOH Media Conference & Expo in Boca Raton, FL.

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