The 2010 OBIEs: Killer Creative

Out-of-home media may be evolving into other formats and adapting new technologies, but one thing has remained the same: Good outdoor creative is a showstopper. On May 4 at its annual conference in Phoenix, the Outdoor Advertising Association of America will hold its 68th annual OBIE Awards recognizing the best creative in outdoor. More than 1,000 entries from 42 agencies were whittled down to 60 finalists by a jury headed by chief judge Stan Richards, creative director of The Richards Group. “There are a lot of things in the show that are terrific, things that any creative would look at and say, ‘I wish I had done that,’” said Richards. Here are some of our favorites:Life Aquatic The swimming baggage belt at the Gulfport-Biloxi Airport was part of a domination campaign Masterminds created for MGM’s Beau Rivage Resort & Casino in Biloxi, Miss. Installed in March ’09, the baggage belt has gotten so much buzz it’s still there. (see image to left)Top Down To showcase the Mini’s “unlimited headroom,” Butler, Shine, Stern & Partners reached for the sky on billboards and wallscapes March 30-April 26 in N.Y., L.A., Chicago, Miami and San Francisco. (see image at right)Passing Game Monster Media teamed with Wieden + Kennedy and MacDonald Media to create a street-level digital game (see at left) to promote ESPN’s Monday Night Football. From September to October ’09, passersby could pick the NFL superstar they wished to compete against with the goal of catching as many footballs as possible; scores were posted. The game ran in N.Y., Boston and Chicago.E-Green Sometimes simple has the most impact, like this billboard Crispin Porter + Bogusky created for Best Buy’s recycling program (at right), which recycled over 1 million electronics last year. In a nod to Best Buy’s e-cycle program, all the items in the billboard are recycled. The campaign ran in Las Vegas, N.Y. and San Francisco during the first two months of ’09.Park Place Colle+McVoy turned three transit shelters into bright red iconic Monopoly hotels, perfect for launching the Minnesota State Lottery’s Monopoly-themed scratch game. The campaign ran in August in the Twin Cities, and included Monopoly guy mustache posters and mustache mirror clings in bars and restaurants.(image at left)Little Big Business Created by TDA Advertising & Design, First Bank’s billboards advertised its clients, from dog walkers to accountants, complete with phone numbers (see image at right). The billboard campaign ran in October in Denver, Fort Collins and Colorado Springs, Colo. First Bank was awarded with a 15 percent increase in small business accounts.

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The 2010 OBIEs: Killer Creative

Katy Bachman

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Katy Bachman