14 Exceptional OOH Campaigns; Nelly and Budweiser Celebrate St. Louis: Tuesday's First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Adweek’s 2020 Out-of-Home Impact Awards Honor Klarna, Koalas and Comedy Central It’s the age of the OOH advertisement once again, with 45% of Americans reporting noticing outdoor ads more during the pandemic and 68% reporting tuning out digital ads due to screen fatigue. That’s why Adweek is honoring the best of the best in OOH ads with the Out-of-Home Impact Awards, which salutes 14 campaigns from brands and nonprofits. Winners—including a Klarna mural for dogs, stuffed koalas in trees for wildfire relief and doomsday countdown billboards promoting Good Omens—are recognized based on their craft, strategy and innovation. Check out the winners: Feast your eyes on the largest rooftop ad ever. Budweiser, Nelly Celebrate St. Louis And ‘Country Grammar’ This summer marked the 20th anniversary of Nelly’s hit album “Country Grammar,” which played a big role in putting his hometown St. Louis on the rap map. Anheuser-Busch, which also originated in St. Louis and has collaborated with Nelly before, has released a limited edition tall boy can featuring the artist, “Country Grammar” lyrics and nods to St. Louis. Hometown pride: The initiative aims to bring more recognition to the city. Streamers See Civic Engagement as a Way to Stand Out During Election Season While presidential debates and town halls rage on, streamers are getting in on the action, both to attract fans but to boost voter registration. For instance, HBO Max aired a West Wing reunion special and made a donation to When We All Vote from WarnerMedia. Similarly, Amazon Prime Video released a documentary, All In: The Fight for Democracy, focusing on voter suppression, whose marketing included a voter registration and education initiative. Streaming out the vote: Learn why streamers think it’s important to be part of the movement. Also in streaming news: Apple TV+ has just what your holiday season needed: classic—and brand new—antics from Charlie Brown and the rest of the Peanuts gang. Premium | The Pandemic Has Proven That Luxury Isn’t About Products—It’s About Connection Luxury brands are facing an especially challenging market amid the pandemic as consumers spend less and focus on necessities. Adweek talked with experts and brands about how they’re coping in an age when “opulence is over” and found that the luxury players that are thriving say that the key to survival is building relationships and rocking ecommerce. The secrets of swank: Discover 3 luxury lessons from the pandemic. Please consider supporting our journalism with an Adweek Pro Subscription and gain full access to all of Adweek's essential coverage and resources. How an Agency Cut Through ‘Purpose Clutter’ With Its Bookstore Campaign Trolling Amazon Last week, an initiative from the American Booksellers Association drew global attention with its nationwide campaign clapping back at Amazon. The sharp and clever #BoxedOut movement featured storefront takeovers that echoed the ecommerce giant's boxes and boasted messages like “Buy books from people who want to sell books, not colonize the moon.” Brooklyn-based agency DCX Growth Accelerator spoke to Adweek about the recent campaign and how it empowered these bookstores to challenge Amazon. Inside the project: Fans of bookstores are a savvy, intellectual group, and the client pushed us to go for it, with a bit of a wink and a tongue-in-cheek approach. More of Today’s Top News & Highlights Truist Financial’s New Top Marketer Is Former H&R Block CMOChanning Dungey Tapped as New Warner Bros. Television Chair, Succeeding Peter RothCNN Chief Legal Analyst Jeffrey Toobin Taking Time Off After ‘Embarrassingly Stupid Mistake’Sharing Success Insights at Adweek’s Fastest Growing SummitLive Commerce: Now Is the Time to Hop on the KOL Train Listener Q&A on Yeah, That’s Probably an Ad’s 200th Episode Adweek’s podcast, Yeah, That's Probably an Ad's has reached its 200th episode! For this special episode, hosts David Griner and Ko Im are joined by Adweek’s Stephanie Paterik and Jess Zafarris, who come together to ask reader questions about Adweek, the industry, quarantine hobbies and more. Listen in. More of the Latest: Banza Introduces Its New Line of Pizzas by Suggesting Every Night Can Be Pizza NightThis Virtual Toy Museum Celebrates 90 Years of Fisher-PriceStephen Colbert Returns to Showtime for Another Live Election Night SpecialLevi’s Brings the In-Store Experience Online for Modern ShoppersTweets on Baseballs Highlight MLB’s Social Initiatives for the 2020 World SeriesPresident of SeeHer on Taking Your Seat at the Head of the Table