OAAA announced 49 winners during the Geopath / OAAA 2022 OH Media Conference last week and the 80th Annual OBIE Awards at Marco Island Expo. Rick Robinson.
The OBIE Award is the oldest in the outdoor (OOH) advertising industry and the most prestigious honor for creative excellence in outdoor advertising design. “Obies are a really important part of our puzzle and creativity is our medium superpower,” said OAAA President and CEO. Anna Bager.
This year’s highest honor, the Platinum OBIE Award, went to Mikelob Ultra FCB New York for its sophisticated “Courtside” campaign. The project pushes the definition of OOH through a collaborative use of technology that digitally immerses fans in the virtual stand of the NBA bubble from home, finding a creative way to inject infectious energy and joy that a live viewer can bring to a game.
The COVID-19 could have put the beverage company’s first year as the NBA’s official beer sponsor on a tailspin, but Michelob ULTRA’s sales increased 32 percent with 13 billion campaign impressions, 81.5 million hours of NBA coverage, and ticket promotions due to its “courtside” campaign efficiency. .
“Courtside” has won Gold OBIE Awards in five categories: Entertainment and Live Events, Custom Installation, Food and Beverage, Digital Design and Interactive.
Gold OBIE Award winners:
OBE Craft Award winners:
Balenciaga X Fortnite
Anheuser Busch / Michelob Ultra
This year’s jury includes:
- Susan Cradle, Global CCO, FCB Global
- Rupen Desai, Global CMO, Doll Sunshine International
- Scott Donaton, SVP / Head of Marketing, Hulu
- Sarah Phillips, Creative Director, Weiden + Kennedy
- Mel Routhire, CCO, VMLY & R.
- Jimmy Smith, CEO and CCO, Amusement Park Entertainment
- Tracy Wong, Chairman, Executive Creative Director and Founding Partner, Wangdui
In addition to the Platinum and Gold Awards, 11 Silver and 16 Bronze OBIE Awards were presented. The OBIE Hall of Fame went to Denver Water for their long-running “Use What You Need” campaign from Suckley Advertising and Design, Denver.
The 2022 OBIE Award is the oldest and most prestigious honor for creative excellence in outdoor advertising design. Reflecting the dramatic increase in OOH media investment, this year’s entries have increased by 40% compared to 2021 and surpassed the pre-epidemic years. See the full list of this year’s OB winners.
The American Out of Home Advertising Association (OAAA) is the national trade body for the $ 8.6 billion US Out of Home Advertising (OOH) industry, including the Digital Out of Home (DOOH), and consists of billboards, street furniture, transit. Advertising, and space-based media (including movies). OAAA consists of 800+ member media companies, advertisers, agencies, advertising-technology providers and suppliers who represent more than 90% of the industry. Each year, the industry celebrates and rewards OOH creativity through its famous OBIE Awards.
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