2015 OBIE Awards to be Presented on May 12 in San Diego
March 9, 2014 (Washington, DC) – The Outdoor Advertising Association of America (OAAA) has revealed the 91 contenders for the 2015 OBIE Awards. Now in its 73rd 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.
“With OOH, it has to be simple. That’s kind of the cost of entry…You have to get it right away, and I think that’s a really great creative challenge,” said Tom Scharpf, creative director, Venable Bell & Partners and 2015 OBIE judge. “You can solve something visually or you can solve it with a joke, but the joke better be quick, and it better be well-written.”
The 91 campaigns nominated this year demonstrate the myriad ways that simplicity can be captured and expressed through the OOH medium. Some campaigns used that canvas to pique consumers’ interest through striking visuals, like the Mammoth Mountain execution that transformed a billboard into a brightly colored beanie to get travelers excited about being just an hour away from their ski weekend destination.
As technologies expand and improve, there are greater opportunities to personalize interactions with consumers. Coca-Cola used interactive digital bus shelters to bring their “Share a Coke” campaign to the streets of Chicago. The shelters allowed passersby to make a label with their own name on the giant bottle, creating a photo opportunity which could be shared via social media.
“It’s hard to make something that stops someone in their tracks without yelling at them. That’s the challenge: how do you stop them but reward them for their time? How do you do it in a way that’s insightful, that’s artistic, that’s entertaining?” said 2015 OBIE Chief Judge Dave Loew, EVP, executive creative director, Leo Burnett Chicago.
“What you’re seeing now with OOH more and more is people being able to interact with units with their mobile phones, and that creates this great two-way communication. That’s when things get really interesting,” said Loew.
The 2015 winners will be announced at the OBIE Awards Gala on Tuesday, May 12. The event will be held as part of the OAAA\TAB National Convention + Expo at the Manchester Grand Hyatt in San Diego, CA.
Members of the press interested in attending the event should contact Nicole Hayes at (202) 833-5566 or firstname.lastname@example.org.
A complete alphabetical list of 2015 OBIE contender agencies and campaigns follows:
101 & Extra Credit Projects – Art Everywhere US
101 & Extra Credit Projects – Art Everywhere US “American Eagle Wall”
101 & Extra Credit Projects – Art Everywhere US “American Gothic Stairs”
30sixty advertising + design – HISTORY TheWorld Wars
30sixty advertising + design – HISTORY TheWorld Wars “Times Square”
30sixty advertising + design& Atomic Props – HISTORY HOUDINI
A&E Television Networks &BPG – A&E Bates Motel
Adams Outdoor Advertising – 1st Class Painting
Adams Outdoor Advertising – Boy Scouts Coastal Carolina Council
Adams Outdoor Advertising – Kuhn and Kuhn Law Firm
Adams Outdoor Advertising – Mulder’s Moving & Storage
Adams Outdoor Advertising – Sonic Drive-In
Adams Outdoor Advertising – The Celtic Classic
AMV BBDO & Grand Visual – Pepsi Max
Barkley – Dice.com
Boone Oakley – Charlotte Hornets
BrandTuitive – Nespresso
Brokaw Inc. – University Hospitals
BVK – New Mexico Health Insurance Exchange
Cactus – Colorado Crisis Services
Cactus – Colorado HealthOP
Camp + King – Scharffen Berger
Colle+McVoy – Explore Minnesota Tourism
Comedy Central Brand Creative – Comedy Central Drunk History
Control Group – Amazon.com
Copacino+Fujikado – Seattle Aquarium
CP+B – Fruit of the Loom
CP+B – Hotels.com
DDB – US Open
Departure – San Diego Humane Society
DeVito/Verdi – VCU Medical Center
droga5 – Diet Coke
droga5 &Monster Media – glaceau smartwater
Dunn&Co. – Tampa Bay Lightning
Eddie Bauer – Eddie Bauer
Extra Credit Projects – The Pump House
GdB (Gabriel deGrood Bendt) – Park Dental
GdB (Gabriel deGroodBendt) – Summit Brewing Co.
Google Creative Lab, New York – Google Android
HBO – HBO Game of Thrones
HBO – HBO Silicon Valley
Ingram Advertising Agency and Venables Bell & Partners – Audi A3
J. Walter Thompson – PUMA
Juniper Park – Great Western Brewery
Juniper Park – Miller Lite
Juniper Park – Tropicana Farmstand
Kastner& Partners – Red Bull
kbs+ – BMW i3
Kenneth Cole Productions – Mankind by Kenneth Cole Fragrances
Lamar, Mammoth Mountain Ski Area LLC &Nemo Designs – Mammoth Mountain
Laughlin Constable – Delta Dental
Laughlin Constable – Wisconsin Department of Tourism
Laughlin Constable – Wisconsin Veterans Museum
Leo Burnett Chicago – Art Institute of Chicago
Leo Burnett Chicago – McDonald’s
Leo Burnett Detroit – Buick
Leo Burnett Toronto – IKEA
Leo Burnett Toronto – Raising the Roof
Lowe Campbell Ewald – HAVEN
Martin Williams – Basilica Block Party
Marty Weiss & Friends – Sobieski Vodka
MBD Communications, Inc. – International Spy Museum
McCann XBC – MasterCard
McGarrahJessee – Shiner Beers “Bottle Opener”
McGarrah Jessee – Shiner Beers “Half/Half/Half”
McGarrah Jessee – Shiner Beers “Happy Hour”
Meers Advertising – United Way of Greater Kansas City
Mono – TNT The Last Ship
Mullen – Indeed.com
NBC Entertainment Marketing – NBC The Blacklist
Off Madison Ave – Arizona Office of Tourism
OUTFRONT Media – Georgia Tech Basketball
OUTFRONT Media – Georgia Tech Football
OUTFRONT Media – The Salvation Army
OUTFRONT Media – Vimeo
Publicis Kaplan Thaler – Citi Field
R/GA – Samsung Galaxy S5
ROTHCO – Heineken Cities
Serve – SpotAbuse.org
Serve – SpotAbuse.org “Boy/Dog”
SHOEme.ca – SHOEme.ca
Sukle Advertising & Design – Denver Water
Taxi NYC & Monster Media – Mohegan Sun
TDA_Boulder – FirstBank
Team Detroit – Ford Focus ST
The Moderns – More Art
Victors & Spoils – Bolthouse Farms
Walz Tetrick – Kansas City Royals
Wieden+Kennedy – Coca-Cola
Zulu Alpha Kilo – Corona Extra
Zulu Alpha Kilo – Jack Astor’s Bar & Grill
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
Agency:Media Storm/Taxi NYC/Monster Media/Primal NY
Client Organization:Mohegan Sun
The goal was to develop a relevant, interactive experience designed to drive consideration of Mohegan’s flagship property in Connecticut. The experience needed to be both engaging and informative while appealing to the young, affluent group (which skews male) working in New York’s financial district. The activation needed to complement other in-market campaign initiatives such as elevator advertising in 86 financial buildings, a Wall Street subway station domination, and a hyper-targeted digital campaign as well as coming off of a Tribeca ESPN NY Film Festival Sponsorship in April. Given the targets’ propensity to share information amongst their peers, creating something that could start a conversation and travel by word of mouth was extremely important. Along with being a compelling interactive experience, the execution needed to have the ability to showcase all of the properties amenities including the 3 casinos, hotel, golf course, spa, arena, restaurants, shops, clubs and more.
The casino landscape in the Northeast region has become increasingly competitive, especially in the New York Metro area. While not as robust in their offering, new more conveniently located casinos are appealing to customers; which in turn is leading to a decline in overall traffic to Mohegan Sun. In an attempt to counter this decline we undertook a comprehensive analysis of player loyalty data to uncover unique and actionable insight. What we determined was that while total trips are down; profits per trip from New York have increased due to high-stakes gaming. We also identified that affluent NY customers seeking a premium experience were increasingly becoming an important priority audience and exciting area of opportunity. With the breadth of experiences along with the full list of VIP amenities available, including a world-class golf offering with a low level of awareness, it was clear that Mohegan Sun could appeal to young professionals working in the Financial District in NYC.
During the month-long installation, over 1,200 sessions were logged with an estimated 2.6MM OOH impressions. The execution received media attention with press coverage across multiple digital news and industry trade outlets, resulting in over 10 Million unique impressions. The social media efforts increased exposure reaching over 275,000 through promoted Facebook posts, resulting in 16,000 video views. The LinkedIn campaign proved to be engaging, garnering a high interaction rate with 3,600 clicks. All of the social efforts included email capture, which was later used strategically to send targeted, unique hotel offers. The highly successful campaign garnered positive traction in the metro New York market, including new loyalty program signups, increase in frequency of visits as well as spend per trip. Based on the positive response among the target, we are looking to increase marketing efforts in the financial community, throughout New York, Stamford and Boston for 2015.
The future of retail is embodied with consumers that are more informed and tech savvy than ever before. The proliferation of hi-tech gadgets and the growing reliance they chauffeur to the fast-paced, need-now lifestyle signal an evolving pattern of behavior to the way shoppers make decisions. Stephanie Barrymore, VP of Retail for Monster Media, sees the customer cajoled by dynamics nonexistent a decade ago. “Everything is hitting them, from all different areas; traditional media, mobile, social media, online. If you don’t mirror that – how your consumer is getting info – in your retail experience when you bring the shopper into your location, you’re missing the boat.”
Technology is converging the digital and physical worlds, and retailers must find ways to leverage this opportunity and guide consumer choices. Retailers must also engage the consumer in ways that promote brand awareness, establish loyalty and embrace the in-store experience with new rigor. But beyond the reality the brick-and-mortar environment is set for change, few know what to expect, how to adapt and what will be the impact of this radically evolving landscape.
Monster Media partners with retailers offering solutions to enhance retail merchandising and promote key messaging to create a more intuitive, interactive and intimate shopping experience. And while capturing buyer interest is important, maintaining technological vitality is critical. No longer a trend, technology is part of the natural environment; embrace its significance and impression on the shopper, to ultimately drive buying decisions.
By becoming a strategic partner and an extension of a store’s team, Monster Media begins with the questions, “what do you currently have and what type of consumer behavior are you trying to influence?” while encouraging retailers to enthusiastically embrace the benefits of change. Understanding needs, infrastructure and expectations establishes the foundation for what is to come next. This also identifies potential challenges in the process. As a full-service solution provider, Monster Media creates, adapts and drives retail solutions with interactive technology and digital displays, redefining the shopper experience and optimizing the bottom line outcome for retailers. Experience and expertise determine what is a good fit, while research and key performance metrics measure impact and success. Whether it’s designing window displays, tracking shopper analytics and insights, retrofitting digital systems, customizing hardware and software or establishing brand awareness, Monster Media is a one stop shop adept in strategic planning, creative development, operational analysis and logistical planning, installation and validation with the promise obsolete never exist within a business model. That’s because Monster Media’s goal is to grow with its clients, by staying ahead of technology and innovation. Within the Centerpiece experience, Monster Media will highlight digital interactive solutions that create unmatched brand experiences for consumers and employees.
Despite the threat of e-commerce, changing demographics and expiring technology models, Monster Media is reinvigorating the in-store path to purchase creating value models that anticipate and seamlessly adapt to the unexpected. How? By delivering more when the customer expects the impossible.
Pepsi is giving passengers traveling through Dallas/Fort Worth(DFW) International Airport a one-of-a-kind experience at the USA’s only Pepsi® Pre-Flight Drills augmented reality quarterback game. The Pepsi® Pre-Flight Drills game, located at DFW Airport gates C12 and D21, will be accessible to travelers now throughNovember 28.
The game will allow passengers to show off their football skills through augmented reality technology, and take part in a quarterback passing challenge. Throughout the interactive experience, fans are encouraged to hit each of the three passing targets with a virtual football in 60-seconds. Points are earned based on the users’ quarterback passing skills. No purchase is necessary to play.
Fans also can enter for a chance to win a football flyaway package as well as other prizes like gift cards and signed football gear. The game also captures photos of the experience which can be shared on social media. For Official Rules go to www.promodept.com/feb1 or see onsite display areas.
“We’re excited to get football fans hyped for the season through our one-of-a-kind Pepsi® Pre Flight Drills augmented reality game” said Justin Toman, Director of Sports Marketing at Pepsi. “Throughout the month of November, Pepsi is bringing fans closer to the game they love with a chance to win a grand prize flyaway or over 50 other exciting football prizes.”
“Fans have an instinctive connection with football and our partners at Pepsi brought the energy of football to life in a powerful and unique way at DFW with this game,” said Ken Buchanan, executive vice president of revenue management at DFW Airport.” It’s another innovative way to have fun at our Airport and it’s another way DFW seeks to enhance the customer travel experience.”
About Dallas/Fort Worth (DFW) International Airport
Celebrating its 40th Anniversary in 2014, Dallas/Fort Worth International Airport (DFW) is the world’s third busiest, hosting 1,850 flights a day and serving more than 60 million customers a year. Located halfway between the cities of Dallas and Fort Worth, Texas,DFW Airport provides nonstop service to 147 domestic and 55 international destinations. A major economic driver for the Dallas/Fort Worth region, DFW Airport generates over $31 billion in economic impact each year. For the latest news, real-time flight information, parking availability, or further details regarding the many services provided at DFW International Airport, visit www.DFWAirport.com or download the Official DFW Airport Mobile App for Apple iOS, Android or Blackberry devices.