The Outdoor Advertising Association of America (OAAA) presented the 2014 OBIE Hall of Fame Award to Gap. Established in 1992, the OBIE Hall of Fame was created to recognize brands that have built an enduring legacy through the consistent use of the out of home (OOH) advertising medium over many years.
“Here’s a brand that has reached an iconic status,” said Mike Caguin, 2014 OBIE chief judge and chief creative officer at Colle+McVoy. “The advertising is always consistent, yet it always seems a step ahead of everyone else.”
Since Gap began to corner the market on fast-casual apparel, the brand’s use of simple and striking images and advertising concepts has captured the attention of consumers and other competing brands. With beloved celebrities, controversial social issues, and thought-provoking imagery, Gap has used multiple OOH formats over the years to encourage generational togetherness and personal expression.
“Gap’s work with OOH has changed the entire retail category,” commented Stephen Freitas, OAAA chief marketing officer. “The brand’s bold and straightforward OOH ads over many decades have captured the hearts of consumers who adore self expression and a comfy pair of jeans.”
Gap was presented with its award alongside this year’s OBIE winners at the 72nd OBIE Awards program on the closing night of the 2014 TAB/OAAA OOH Media Conference & Marketing Expo in Orlando, FL.