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106 Campaigns Vying for Top Awards in Out of Home Advertising

FOR IMMEDIATE RELEASE

Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org



106 Campaigns Vying for Top Awards in Out of Home Advertising

2016 OBIE Awards to be Presented on April 19 in Boca Raton

February 15, 2016 (Washington, DC) – 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 106 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.

Members of the press interested in attending the event should contact Nicole Hayes at (202) 833-5566 or nhayes@oaaa.org.

A complete alphabetical list of 2016 OBIE contender agencies and campaigns follows:

72andSunny – Tilamook
Adams Outdoor Advertising – Coastal Carolina Fair
Adams Outdoor Advertising – Terrery Dental
Adams/Fairway Outdoor Advertising – Holiday Cards
Antithesis Advertising – Golisano Children’s Hostpital
Awestruck – VH1 Dating Naked Season 2
Baldwin& - Red Hat
BBDO & Colossal Media – Snickers
BLT Communications – Paramount 
Chemistry Club – Monterey Bay Aquarium
Colle+McVoy – Associated Bank
Colle+McVoy – Explore Minnesota Tourism
Colle+McVoy – Grain Belt
Copacino+Fujikado – Seattle Mariners
CP+B – Elder Heart
Cramer-Krasselt – Crystal Springs
Cramer-Krasselt – Southwest Water Conditioning 
Dead As We Know It (DAWKI) & C2C Outdoor – Kraken Rum
Deeplocal – Google 
Devito/Verdi – BevMo!
Devito/Verdo – Bernie & Phyl’s
Downtown Partners – Adler Planetarium
dressbarn & Wilkins OOH – dressbarn
DSC Creative – Dollar Shave Club
Duncan/Channon – California Department of Public Health
Fairway Outdoor Advertising – Audi of Greenville
Fold7 – Carlsberg
Gabriel deGrood Bendt – Summit Brewing Company
Garrison Hughes – Heinz History Center
Grand Visual – Coca-Cola “Share a Coke Vending Machine”
Grand Visual – Disney Parks & Resorts
Grand Visual – Oreo Eclipse
Grand Visual & C2C Outdoor – Freeform Television Network “Shadowhunters”
GREY New York – The National Park Foundation – Phase I
GREY New York – The National Park Foundation – Phase II
Hiebing – Culver Franchising System, Inc.
Horizon Media, New Traditions, & Control Group – Lifetime 
Intersection – Amazon.com
Isobar Sweden – Coca-Cola “Coke-moji”
Jackson Marketing Group – Big League World Series
Jigsaw – Milwaukee Art Museum
Juniper Park\TBWA – MillerCoors “Festivals”
Juniper Park\TBWA – MillerCoors “Gay Pride”
Kastner & Partners Los Angeles – Red Bull
Lamar Advertising Company – Fright Night at the Fair
Leo Burnett, Toronto – IKEA
Leo Burnett, Toronto – Raising the Roof “Every Toque Goes a Long Way to Helping the Homeless”
Leo Burnett, Toronto – Raising the Roof “Humans for Humans”
MailChimp – MailChimp Billboards
Marcolin USA / GUESS? Inc. – GUESS Eyewear
McGarrah Jessee – Spoetzl brewery “Bock, Bock, Bock”
McGarrah Jessee – Spoetzl brewery “Bock:30”
McGarrah Jessee – Spoetzl Brewery “Shiner Prickly Pear”
McGarrah Jessee – YETI Coolers
MercuryCSC & Intersection – Montana Tourism
Michigan Humane Society (MHS) – Michigan Humane Society 
Modern Green – Heineken Ireland 
Monster Media – AMC “Humans”
Moroch – McDonald’s & Coca-Cola
Moroch – McDonald’s “Infinity Straw”
Moroch – McDonald’s Big Mac
Moroch – McDonald’s McCafé
MRY & Colossal Media – Adobe 
Mullen Lowe, Pearl Media, & Rapport Worldwide – JetBlue “A Better Wingman”
Mullen Lowe, Pearl Media, & Rapport Worldwide – JetBlue “Shades Up”
ND&P (Neathawk Dubuque & Packett) – RIDE Solutions
North – Anchor Brewing Company
North – Columbia Sportswear
Ogilvy – Coca-Cola “Share a Coke”
Originals Marketing (Internal Netflix Creative Team) & Kinetic Worldwide – Netflix for Orange is the New Black
Oscar Insurance Corporation – Oscar Insurance Corporation
OUTFRONT Media – BB King 
OUTFRONT Media – Georgia Tech
OUTFRONT Media – UFC Gym Smyrna
PNYC – Outdoor Advertising Association for Feel the Real 
Pop2Life  - VH1 Walk of Shame Shuttle
Posterscope USA – Coca-Cola “What’s in the Name?”
Posterscope USA – Gett
PP+K, USA – Big Cat Rescue
Proximo Spirits – Jose Cuervo 
R/GA New York – The Advertising Council
Rogue Fitness & Orange Barrel Media – Rogue Fitness
Roundhouse Agency – Nest Labs
SapientNitro & Wilkins OOH – First Niagara Financial Group
Serve Marketing – Chicago Department of Public Health (CDPH)
Serve Marketing - United Way of Greater Milwaukee & Waukesha County / Milwaukee Lifecourse Initiative for Healthy Families
Slingshot – Texas Tourism
Snapchat – Snapchat
Stinkdigital & Colossal Media - Spotify
Sukle Advertising & Design – Denver Water
TBWA\Media Arts Lab – Apple
TBWA\Media Arts Lab – Apple TV
Team Detroit – Ford Motor Company
Ten30 Studios - 20th Century Fox 
Ten30 Studios & Drissi Advertising – 20th Century Fox 
The Richards Group – The Salvation Army
Tombras – McDonald’s Before/After
Universal Media Team & Kinetic Worldwide - Minions
Universal Media Team & Kinetic Worldwide – Universal Studios for Jurassic World
Walt Disney Studios Creative Print Marketing – Walt Disney Studios Pictures
Walz Tetrick – Kansas City Royals
WCRS – Women’s Aid
West & Noble People - Braintree
Wexley School for Girls - Darigold
Wieden+Kennedy – Jordan Brand
Zulu Alpha Kilo – Labatt Breweries of Canada 

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OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US OOH industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7 billion annually in ad revenues and donates more than $450 million in space each year. For more information, please visit www.oaaa.org.

 

 

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