OAAA Unveils the Winners of the 81st OBIE Awards

The Out of Home Advertising Association of America (OAAA) announced the 81st Annual OBIE Award winners. For the past eight decades, the OBIE Awards have been synonymous with creative excellence: spotlighting award-worthy campaigns, showcasing innovative technology, and signaling the future for the out of home (OOH) industry. OAAA presented 29 awards during a live ceremony held at the 2023 OAAA/Geopath OOH Media Conference in Nashville, TN. Winners in the Bronze, Silver, Gold, and Platinum tiers were revealed, along with recipients of the Craft and Hall of Fame awards.

“The OBIE Awards, also known as the advertising industry’s oldest and most prestigious honors for creative excellence in out of home advertising design, is a special time to acknowledge the most innovative and impactful campaigns we experienced in the last year,” said Anna Bager, President and CEO, OAAA. “We are proud to support and celebrate all of the talented individuals who continue to reimagine public spaces as open canvases that celebrate art and humanity.”

This year’s top honor, the Platinum OBIE Award, went to 20th Century Studios for “Avatar: The Way of Water” for its exceptional work in their larger-than-life fantasy adventure ubiquitous across multiple venues and experiences. After a 13-year wait, “Avatar: The Way of Water” made OOH their storyboard and transported audiences back to Pandora, a creative concept deserving of an epic OOH campaign.

Avatar Day, a global trailer release, was highlighted by a Times Square takeover of 40+ screens featuring creatures flowing around the bowtie. The dazzling light show included a spectacular Niagara Falls takeover using holographic projection, custom lighting, and a 600-drone aerial show. The effort was part of the largest-ever anamorphic 3D campaign extending across 13 iconic locations worldwide. The campaign also included OOH media throughout NY, LA, and SF, in-mall media, and digital bulletins in over 20 markets. Raking in close to $900 million in just the first 10 days, “Avatar: The Way of Water” became the highest-grossing movie in 2022.

Gold OBIE Awards were also presented to:

Algorand Times Square Takeover

• Algorand Times Square Takeover
  • Category – Buzzworthy
  • Brand – Algorand
  • Agency – Invisible North

RODCO Steel Distributors

• RODCO Steel Distributors
  • Category – Custom Installation
  • Brand – RODCO Steel Distributors
  • Agency – Lamar Advertising

Find that Thing - Google

• Find that Thing
  • Category – Interactive (Online Integration)
  • Brand – Google
  • Agency – MFG and Overall Murals

FirstBank – Less Intimidating Bankers

• FirstBank – Less Intimidating Bankers
  • Category – Consumer Goods & Services
  • Brand – FirstBank
  • Agency – TDA_Boulder

Betty White Tribute OOH

• Betty White Tribute OOH
  • Category – Public Service & Nonprofits
  • Agency – Extra Credit Projects

Netflix "Wednesday" series

•  “Wednesday”
  • Category – Combined Multi-OOH Formats
  • Brand – Netflix

Silver OBIE Awards were presented to:

Sixt Airport Installation

• Sixt Airport Installation
  • Category – Contextual
  • Brand – Sixt USA
  • Agency – 19:13 GmbH

Don’t Arch - Wendy’s

• Don’t Arch
  • Category – Contextual
  • Brand – Wendy’s
  • Agency – Saatchi & Saatchi X

M.M. LaFleur “You’ve Arrived” Mobile Pop-Up

• “You’ve Arrived” Mobile Pop-Up
  • Category – Experiential (Physical Presence)
  • Brand – M.M. LaFleur

MilkPEP Supports Female Marathoners

• MilkPEP Supports Female Marathoners
  • Category – Integrated Multi-Media
  • Brand – MilkPEP
  • Agency – GALE and Talon – Grand Visual

Pizza Pie Charts

• Pizza Pie Charts
  • Category – International
  • Brand – Pizza Pizza
  • Agency – Zulu Alpha Kilo

Sixt Airport Installation

• Sixt Airport Installation
  • Category – Automotive
  • Brand – Sixt USA
  • Agency – 19:13 GmbH

Sextro Vodka

• Sextro Vodka
  • Category –Food & Beverage
  • Brand – Sextro Vodka
  • Agency – BooneOakley

Signature Stripe

• Signature Stripe
  • Category – Retail
  • Brand – Paul Smith
  • Agency – Overall Murals

Breakthrough Artist - Amazon Music

• Breakthrough Artist
  • Category – Billboards
  • Brand – Amazon Music
  • Agency – Overall Murals

“Butt No” to Fight Cigarette Litter in Philadelphia

• “Butt No” to Fight Cigarette Litter in Philadelphia
  • Category – Street Furniture
  • Brand – Pennsylvania Department of Community and Economic Development
  • Agency – Red House Communications

Netflix “Wednesday”

•  “Wednesday”
  • Category – Transit
  • Brand – Netflix

“Avatar The Way of Water”

• “Avatar The Way of Water”
  • Category – Combined Multi-OOH Formats
  • Brand – 20th Century Studios

Bronze OBIE Awards were presented to:

The World’s First Billboard in Aurebesh - LG x Lucasfilm

• The World’s First Billboard in Aurebesh
  • Category – Buzzworthy
  • Brand – LG x Lucasfilm
  • Agency – HS Ad

“Ozark” – Snell Farm

• “Ozark” – Snell Farm
  • Category – Experiential (Physical Presence)
  • Brand – Netflix
    

Seven Feathers Consecutive Boards

• Seven Feathers Consecutive Boards
  • Category – Entertainment, Live Events, & Gaming
  • Brand – Seven Feathers Casino Resort
  • Agency – Anvil Northwest

adidas x Gucci

• adidas x Gucci
  • Category – Fashion & Luxury Goods
  • Brand – adidas x Gucci
  • Agency – OUTFRONT STUDIOS

Columbia Warmth Melts Icy NYC Windows

• Columbia Warmth Melts Icy NYC Windows
  • Category – Fashion & Luxury Goods
  • Brand – Columbia Sportswear
  • Agency – Universal McCann and Lightbox

Childhood Domestic Violence: Change the Ending

• Childhood Domestic Violence: Change the Ending
  • Category – Public Service & Nonprofits
  • Brand – Childhood Domestic Violence
  • Agency – OUTFRONT STUDIOS

RODCO Steel Distributors

• RODCO Steel Distributors
  • Category – Billboards
  • Brand – RODCO Steel Distributors
  • Agency – Lamar Advertising

Sextro Vodka

• Sextro Vodka
  • Category – Billboards
  • Brand – Sextro Vodka
  • Agency – BooneOakley

Craft OBIE Awards were presented to:

Patron – El Alto

• Patron – El Alto
  • Category – Digital Design
  • Brand – Patron

Breakthrough Artist - Amazon Music

• Breakthrough Artist
  • Category – Illustration
  • Brand – Amazon Music
  • Agency – Overall Murals

The OBIE Hall of Fame went to Netflix for their consistently exceptional creative work and continued investment in OOH over the years.

OBIE Award winners were chosen by a distinguished panel of jurors, led by FCB New York Co-Chief Creative Officer Gabriel Schmitt. The jury included:

• Logan Allanson, Global Executive Creative Director, VMLY&R Commerce
• Madonna Badger, Founder and Chief Creative Officer, The Badger Agency
• Marc Fenty, Senior Vice President, Director of OOH, Horizon
• David Marsey, Senior Vice President, Media and Commerce, Allstate
• Melody Roberts, Founder and Chief Creative Officer, Out of Home Creative
• Grace Teng, Partner and Chief Media Officer, Zambezi

“It was a blast to help judge and now celebrate the creativity and innovation of the best out of home work in the industry,” said Jury Chair Gabriel Schmitt. “Hopefully, this body of work sets the tone of what the category can do.”