The Outdoor Advertising Association of America (OAAA) has revealed the 69 contenders for the 2013 OBIE Awards. It is the 71st anniversary of the OBIE Awards. They are the oldest and most prestigious awards in outdoor advertising market.
In addition to the Silver and Gold OBIE Awards, OAAA will have three top prizes: Best Billboard Campaign, Best Street Furniture/Transit/Alternative Campaign, and Best Multi-format Campaign.
“To me, great OOH invites participation. It doesn’t scream; it pleasantly surprises and becomes a welcome part of your day,” said 2013 OBIE Chief Judge Jim Elliott, chief creative officer, Young & Rubicam New York.
The 69 campaigns nominated this year demonstrate the vast and varied ways engagement opportunities can be executed within the OOH medium. Some campaigns captured consumers’ interest with bold creative visions, such as the ABSOLUT Greyhound campaign, which used industrial design elements to bring its mascots to life.
Other campaigns lured audiences into two-way conversations with the brand. Purina Beneful’s Columbus Circle digital ad allowed passersby to play a game of fetch with dogs on an interactive screen and even design their own dogs. (Purina article click here)
“This year’s OBIE finalists encompass all that OOH has become – an advertising platform that can be compelling, interactive, and funny,” said OAAA Chief Marketing Officer Stephen Freitas. “These campaigns are perfect examples of the virtually unlimited potential for creativity in OOH.”
Elliot added, “What excites me about what I’m seeing right now in OOH would have to be this interplay between the digital world and the physical world, and this real-time ping pong match between the two. I think we’ve only just begun to understand the full power of how those two worlds can work.”
This year’s winners will be announced at the 71st Annual OBIE Awards event on May 21. The event will be held on the closing night of the 2013 OAAA/TAB National Convention & Trade Show at the JW Marriott LA LIVE! Stay Tuned and we’ll bring you the winners!