‘Dogs,’ Cows Have Their Day at Obies

NEW YORK Pedigree’s “Dogs Rule,” a campaign that broke during last year’s Westminster Dog Show, took home best of show’ honors at the 64th Obie Awards last night.

The series of billboards impressed judges with beautiful images of dogs at play and at rest, an effort by TBWA\Chiat\Day in Playa del Rey, Calif., that aimed to give the brand emotional appeal.

The awards were presented at the Marriot Desert Springs Resort and Spa, Palm Desert, Calif., where Chik-fil-A was inducted into the Outdoor Advertising Association of America’s Hall of Fame. The honor is awarded annually to brands that have displayed outstanding outdoor creative work over an extended period of time.

“The Chick-fil-A Cows have become an American advertising icon that entices travelers with entertaining wit,” said Stephen Freitas, OAAA’s chief marketing officer.

In addition to best of show, 17 Obies were awarded in individual categories. Joining TBWA\C\D in the consumer goods and services category was Blattner Brunner for Zippo’s “Summer.” Crispin Porter + Bogusky won two Obies: one in the automotive category for Mini Cooper’s “Slot Track” and another in the business and technology sector for Google. Joining CP+B in the latter category was DeVito/Verdi for Mount Sinai Medical Center.

Four Obies were given in the international category: two to Taxi, Toronto, for Mini Cooper Canada’s “Porcelain Pylons” and Nike Canada’s “Barge Resistance.” The other two winners in the category were Ogilvy & Mather, Mumbai, India, for Jaipurfoot and Goodgoll Vendramin for the Canadian Paraplegic Association.

Three Obies in the media category went to Venables, Bell & Partners for Court TV, …and company for HBO’s Deadwood and Boone/Oakley for HBO’s Six Feet Under. Boone/Oakley won a second Obie in the retail division for Bloom.

Additional Obies were awarded to BBDO West for the San Francisco Zoological Society in the amusement and entertainment category, Euro RSCG for Effen Vodka’s “Distilled 5 Effen Times” in the beverage sector, Clarity Coverdale Fury’s PSAs for the MPAAT Quitplan, and The WOW Factor for the Coca-Cola Factory among digital display media.