In an era of endless scrolling, algorithmic feeds and personalized media, creating work that truly captures attention has never been more difficult. That’s one reason out of home continues to stand apart. It exists in the real world, where brands have just seconds to surprise, delight and leave a lasting impression.
At its best, OOH does more than generate awareness. By showing up confidently in public spaces, it can build trust, credibility and cultural relevance in a way few other channels can. It also creates a bridge between the physical world and the moments people ultimately photograph, share and talk about online.
As Chief Creative Officer at 72andSunny and a member of the 2026 OBIE Awards jury, Lauren Smith will help recognize the year’s most impactful out of home creative. Ahead of judging, we spoke with Lauren about what she’s hoping to see, why OOH remains one of advertising’s most exciting creative canvases and what separates good work from truly unforgettable ideas.
As you prepare to judge this year’s OBIE Awards, what excites you most about the work you’ll see?
I just love out of home. Every year, the OBIEs remind us of why some of the most impactful and exciting work is happening around us, not on a screen.
I hope to see work that makes me think, laugh, smile, reconsider, be immersed, be entertained, and does it all around me.
Out of home seems to be having a real creative moment. Why do you think brands are investing more in the medium?
People are craving experiences they can actually share. We spend so much of our day consuming personalized content that it’s refreshing to encounter something everyone around you is seeing at the same time.
I just learned this term collective effervescence – the shared feeling of energy that happens when people get together. We saw it with the Knicks and with this year’s World Cup.
Out of home creates those collective moments. Whether it’s an iconic billboard, an unexpected activation or a beautifully designed installation, the work becomes part of the culture because people experience it together before they ever post about it online.
That physical presence also gives brands a different kind of credibility. When a brand shows up in the real world in a thoughtful and ambitious way, it signals confidence and permanence. The best OOH doesn’t just generate impressions. It builds the brand and creates memories.
What separates a good OOH campaign from an award-winning one?
It won’t win an award if it isn’t an idea. That always comes first. But then, of course, the strongest work feels incredibly simple, but that’s usually the result of a lot of creative discipline. You have only a few seconds to communicate an idea, so every decision matters.
Award-worthy work also understands context. It couldn’t exist anywhere else. It responds to a location, a community or a cultural moment in a way that makes the idea even stronger.
I also think the best campaigns leave room for people to become part of the story. They create an experience people want to photograph, discuss and share, allowing the audience to carry the idea further than any media plan could on its own.
Are there any creative trends you’ll be looking for this year?
I’m excited by work that’s blurring the lines between advertising, design, entertainment and public experience. The most interesting brands today aren’t just buying media. They’re creating moments people actively want to participate in.
I’m also interested in work that moves quickly and feels authentic to the culture around it. Bigger budgets do not automatically create bigger impact. Sometimes speed, relevance and a clear point of view are what make an idea impossible to ignore.
Technology will continue to evolve how we build campaigns, but great creativity still comes down to making people feel something. The work that resonates is the work that invites curiosity, sparks conversation and earns attention instead of demanding it.
Why do the OBIE Awards continue to matter?
The OBIEs celebrate ideas that work in one of the toughest creative environments there is. You’re competing with architecture, traffic, weather and everything else happening in someone’s day. There are no skip buttons and no second chances.
That’s what makes winning an OBIE so meaningful. It recognizes work that doesn’t just exist in the real world but uses the real world to build brands, create shared experiences and make culture a little more interesting.
Published: September 3, 2026