2012 OBIE Award Winners
The winners of the 70th annual OBIE Awards were honored on the closing night of the 2012 TAB/OAAA Out of Home Media Conference & Marketing Expo in Miami Beach.
The Outdoor Advertising Association of America (OAAA) presented GSD&M with the agency’s first OBIE Best of Show Award for its L.L.Bean Grand Openings campaign. The winners of the 70th annual OBIE Awards were honored on the closing night of the 2012 TAB/OAAA Out of Home Media Conference & Marketing Expo in Miami Beach.
“To ensure shoppers were aware of the L.L.Bean store opening, GSD&M transformed the mall to bring outdoor adventure inside,” said Stephen Freitas, OAAA chief marketing officer. “From fishing in the mall fountain to streams leading the way to the store entrance, to supporting ads within the local rail system, the campaign’s creativity and consumer interactivity encompass all that an innovative and effective out of home campaign should.”
OAAA presented 12 Gold OBIE Awards in multiple categories recognizing outstanding creative across a variety of out of home advertising platforms and formats. Leo Burnett took home two Gold OBIEs this year. Its Chicago office was honored for a McDonald’s French Fries campaign, and the agency’s Toronto office was awarded for its work for James Ready Beer.
“Historically great outdoor is incredibly bold and cuts through,” said Rob Feakins, chief creative officer/president at Publicis New York and this year’s chief OBIE judge. “Now we’re transforming the consumer’s experience by engaging them with bold creative, which is exactly what this year’s OBIE winners have done.”
OAAA also awarded 27 Silver OBIEs and 37 Finalist prizes. Four agencies received both Gold and Silver OBIEs. Leo Burnett took home the most awards with six OBIEs going to its Chicago office and three to the agency’s office in Toronto.
Legendary brand Maker’s Mark won the 2012 OBIE Hall of Fame Award, recognizing the brand’s consistent excellence in out of home advertising design. Doe-Anderson has served as Maker’s Mark’s creative agency for more than 40 years.
2012 OBIE Award Winners
2012 OBIE Hall of Fame
Maker’s Mark
Best of Show
Consumer Goods & Services
Street Furniture/Transit/Alternative Campaign
GSD&M
L.L.Bean
Gold OBIEs
Beverage
Street Furniture/Transit/Alternative Campaign
TBWA\Chiat\Day
Absolut
Business & Technology
Traditional Billboard Campaign
Amélie Company
Colorado State Police
Consumer Goods & Services
Street Furniture/Transit/Alternative Campaign
GSD&M
L.L.Bean
Food & Restaurants
Multi-Format Campaign
Leo Burnett Chicago
McDonald’s French Fries
Individual Execution: Traditional Billboard
Traditional Billboard Campaign
Butler, Shine, Stern & Partners
MINI Countryman
Individual Execution: Street Furniture/Transit/Alternative
Street Furniture/Transit/Alternative Campaign
BLT & Associates & Civic Entertainment Group
HBO Boardwalk Empire
International
Multi-Format Campaign
Leo Burnett Toronto
James Ready Beer
International
Multi-Format Campaign
Zulu Alpha Kilo & Media Experts
People for Good
Media
Street Furniture/Transit/Alternative Campaign
Venables Bell & Partners
eBay
Public Service
Traditional Billboard Campaign
Lamar Advertising Company
Milwaukee Public Library
Special FX
Traditional Billboard Campaign
Olympus Media
Reflect 9/11
Video Content Media
Street Furniture/Transit/Alternative Campaign
Inwindow Outdoor, CBS Outdoor, Vitro & OAG
ASICS ING New York City Marathon
