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115 Campaigns Vying for Top Awards in Out of Home Advertising

The Outdoor Advertising Association of America (OAAA) is considering 115 contenders for the 2017 OBIE Awards. Celebrating its 75th anniversary this 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 Bronze, Silver, and Gold OBIE Awards, OAAA will present the first ever Platinum OBIE Award, as well as four new Craft Awards. Additional categories this year honor OOH work that is contextual, engaging, experiential, and more.

“OOH continues to grow and with it so does the beauty, creativity, and innovation used in creating the work,” said OAAA’s Chief Marketing Officer Stephen Freitas. “We had hundreds of great entries this year that exemplify the effectiveness of the medium.”

The 115 campaigns nominated this year demonstrate the importance of creativity in OOH, and many showcase the medium’s ability to offer a customized experience to capture audience attention. To promote its new exhibit on ancient Greek artifacts, the Field Museum installed a giant Trojan Horse encasing one of Chicago’s most popular subway entrances. The installation could not be missed as passersby snapped photos and tweeted about the experience.

Trojan Horse Field Museum

“This year’s finalists demonstrate that it often only takes a few words and a strong visual to create great OOH,” said Chief OBIE Judge Jeanie Caggiano. “If you can convey a message that is simple yet powerful, you can design for OOH and maybe even win an OBIE.”

To demonstrate its vast travel network, American Airlines added a shadow to its logo flying over its many service locations. This “Shadows” campaign demonstrates how stunning imagery paired with a recognizable symbol can relay a powerful message.

As technologies expand and improve, there are greater opportunities to personalize interactions with consumers. Google Home took innovation to great heights by installing the many impressive features the product offers into multiple transit shelters. Using a touch screen, the shelters allowed commuters to make temperature and lighting adjustments and select music.

The 2017 winners will be announced at the OBIE Awards Gala on Tuesday, May 16. The event will be held as part of the OAAA\Geopath National Convention + Expo at Mardi Gras World in New Orleans, LA.

Source: Outdoor Advertising Association of America