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2012 OBIE Contenders
For Immediate Release – February 27, 2012
44 Agencies Vying for Top Awards in Out of Home Advertising
70th Annual OBIE Awards to be Presented May 2
(Washington) – The Outdoor Advertising Association of America (OAAA) has revealed the 44 contenders for the 2012 OBIE Awards. This year marks the 70th anniversary of the OBIE Awards, the oldest and one of the most prestigious awards in the advertis¬ing field.
All nominees are in the running to take home the top prize – the OBIE Best of Show. Among the agencies with multiple nominations are Leo Burnett, TBWA\Chiat\Day, and Publicis New York, which earned last year’s Best of Show for its campaign for Pepto-Bismol.
Fifty-four brands are represented among this year’s finalists. Some of the nominees are OBIE Hall of Fame brands, such as Absolut, Chick-fil-A, and McDonald’s. Others such as Milwaukee Public Library, Seattle Mariners, and Stripes Convenience Stores are hoping to bring home an OBIE Award for the first time.
“Out of home may be one of the oldest advertising media, but this year’s nominees demonstrate its continuing relevance in today’s marketplace,” said Stephen Freitas, OAAA chief marketing officer. “These campaigns represent the many ways out of home can connect with consumers on the go each and every day.”
The nominated campaigns take advantage of the numerous advertising opportunities out of home creates. Some brands opted for traditional media campaigns for maximum reach and impact in a market. Chick-fil-A went this route, with its beloved cows finding ever new tactics to persuade people to eat chicken instead of beef.
Others, looking to create a more personalized experience, used interactive displays that encouraged consumers to engage more deeply with brands. In one campaign, eBay complemented its holiday advertising efforts with storefront displays where passersby could use their phones both to animate characters in the display and to purchase toys that were donated to children in need.
“What we’ve seen in many examples of the work is an increasing amount of technology applied to the world of out of home,” said David Payne, chief executive officer, Kinetic Worldwide, and one of this year’s OBIE judges. “The digitization of our medium is allowing us to be more immediate with our messaging and bring something that the medium has never really been able to tackle before: a much more integrated partnership with content.”
This year’s winners will be announced at the 70th Annual OBIE Awards event on May 2. The event will be held on the closing night of the TAB/OAAA Out of Home Conference & Marketing Expo at the Fon¬tainebleau Miami Beach.
Members of the press interested in attending the event should contact Nicole Hayes at (202) 833-5566.
A complete alphabetical list of 2012 OBIE contender agencies and campaigns follows.
Adams Outdoor Advertising – McDonald’s
Agency59 – Amnesty International
Agency59 – Nordica Cottage Cheese
Amélie Company – Colorado State Police
BBDO Toronto – Mercedes-Benz Canada Inc.
BBDO Toronto & Proximity Canada – Mercedes-Benz Canada Inc.
BLT & Associates & Civic Entertainment Group – HBO Boardwalk Empire
Butler, Shine, Stern & Partners – MINI Countryman
Coca-Cola – Vitamin Water
Copacino+Fujikado – Seattle Aquarium
Copacino+Fujikado – Seattle Mariners
The Concept Farm – Ad Council & NHTSA Driver Safety
Cramer-Krasselt – COA Youth and Family Centers
Cutwater, Posterscope & Show Media – Ray Ban
DAS Group – Truly Nolen
Doe-Anderson – Maker’s Mark
Extra Credit Projects – Michigan State University College of Human Medicine
Firehouse – Interstate Batteries
Firehouse – Stripes Convenience Stores
GlobalHue – Jeep Wrangler
GSD&M – L.L.Bean
HISTORY Marketing – HISTORY Swamp People
Hoffman | Lewis – McDonald’s
Inwindow Outdoor – Rango
Inwindow Outdoor & ZenithMedia – RIO Blu-ray/DVD
Inwindow Outdoor, CBS Outdoor, Vitro, & OAG – ASICS 2011 ING New York City Marathon
Lamar Advertising Company – Milwaukee Public Library
Leo Burnett Chicago – Coca-Cola Arctic Home
Leo Burnett Chicago – McDonald’s
Leo Burnett Toronto – James Ready Beer
McGarrah Jessee – Frost
McGarrah Jessee – Shiner Light Blonde
Monster Media – Showtime Original Series
Monster Media & Deutsch – HTC Tablet
Olympus Media – Reflect 9/11
Pearl Media & Goodby Silverstein & Partners – Chevy Sonic
Pearl Media & Turner – TNT Rizzoli & Isles
Pearl Media & The Richards Group – Patron
Pearl Media & Walton Isaacson – Lexus CT 200H Hybrid
Publicis New York – Bounty
Publicis New York – Charmin SitorSquat
Publicis New York – Crest 3D Whitestrips
Publicis New York – Scope
R/GA – Google Offers
Red Tettemer + Partners – International Spy Museum
red7e – Kentucky Bourbon Industry Tourism
The Richards Group – Chick-fil-A
Sukle Advertising & Design – Cheyenne Mountain Zoo
Sukle Advertising & Design – Wyoming Department of Health
TBWA\Chiat\Day – Absolut
TBWA\Chiat\Day – Nissan LEAF
TBWA\Chiat\Day – Planters Peanuts
Tractor Outdoor – Emirates Airlines
Vatterott Educational Systems Inc. & Waylon Advertising – L’Ecole Culinaire
Venables Bell & Partners – eBay
Wong, Doody, Crandall, Wiener – Woodland Park Zoo
Zulu Alpha Kilo & Media Experts – People for Good
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OAAA is the trade association for the more than 800 outdoor advertising companies that make up more than 90 percent of the industry’s revenue. For more than 120 years, the association has been dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.4 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year. For more information, please visit www.oaaa.org.
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