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48 OBIE Awards Presented for Exceptional Out of Home Advertising
Date: May 17, 2017
Twitter Wins New Top Award for #What’sHappening Campaign
May 16, 2017 (New Orleans, LA) – The Outdoor Advertising Association of America (OAAA) presented 48 Awards tonight at the 75th OBIE Awards Show, held during the 2017 OAAA\Geopath National Convention + Expo in New Orleans, LA. The OBIE Awards recognize exceptional OOH advertising design.
Twitter was honored with the first Platinum OBIE Award, introduced this year to recognize the top winner, for its in-house #What’sHappening campaign. Looking to position itself as the social media site where conversations about real issues take place, Twitter proved the effectiveness of simplicity by pairing a hashtag with a variety of images reflecting today’s top social and political topics.
“The Twitter campaign was super simple, beautiful to look at, and grabbed my attention,” said OBIE Judge Dennis Walker, The Richards Group. “It communicated exactly what it needed to communicate with just a hashtag, a visual, and the Twitter logo.” The Platinum OBIE Award, as well as a new tier of Bronze Awards, were introduced this year to honor the 75th anniversary of the OBIE Awards. Several award categories were also added to reflect the rapidly-changing OOH landscape. These categories included: Contextual OOH, Custom Installation, Engagement, Experiential, and Integrated Mutli-Media.
“These new categories are a reflection of the medium’s evolution with the onset of new technology, more creative uses of space, and unlimited options with digital OOH,” said Chief OBIE Judge Jeanie Caggiano, Leo Burnnett. “These strategic uses of OOH should be admired and rewarded as we acknowledge the medium’s ever expanding breadth of creativity.”
Seven Gold OBIEs were presented at the awards show. Recipients included 72andSunny for Google Home, AIDS Healthcare Foundation for FreeSTDCheck.org, CP+B for American Airlines, McCann London for Ethos Travel, Moroch and Sly Fox for McDonald’s World Famous Fries®, Twitter for #What’sHappening, and Wieden+Kennedy for Nike Unlimited Greatness featuring Serena Williams.
Four new Craft Awards were also introduced to the OBIE Awards program, including Copywriting, Digital Design, Illustration, and Photography, to celebrate individual skills in OOH design.
Adams + Fairway received the Copywriting Craft Award for its Teachers Appreciation Week campaign, in which billboards paid homage to local teachers with common grammatical and spelling mistakes to make an impactful thank you. Posterscope was recognized with the Digital Design Craft Award for its FOX Lethal Weapon 3D Car Crash multi-screen execution in Times Square. The digital ad displayed a car crashing through one screen and falling through additional screens.
HBO received the Illustration Craft Award for its creative Animals execution, which featured animals from the series in seemingly normal human environments.
SS+K was awarded for Photography with its As American As campaign for Fusion Media Group, showcasing portraits of real Americans to highlight the country’s diversity.
In addition to the Platinum, Gold, and Craft awards, OAAA awarded 10 Silver OBIEs and 26 Bronze OBIEs.
Iconic brand Warner Bros. Pictures was honored with the 2017 OBIE Hall of Fame Award, recognizing the brand’s consistent excellence in OOH advertising design over many decades.
The complete list of OBIE winners and Finalists can be found on the website at http://www.obieawards.org. High resolution digital files are available for all OBIE winners by contacting Nicole Randall at (202) 833-5566 or firstname.lastname@example.org.
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 $7.3 billion annually in ad revenues and donates more than $500 million in space each year. For more information, please visit www.oaaa.org.
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