Obie ’07 Winners Reflect OOH Executions

The 17 winners of the 66th annual Obie Awards for the best in outdoor creative had one attribute in common: They all created a unique experience for the consumer.

Take McDonald’s billboard for its fresh salads in the food and restaurants category. Created by Leo Burnett, the concept for the board involved planting 16 varieties of lettuce to literally grow the message “Fresh Salad” over a three-week period. Risky, yes.

Some out-of-home ads turn your head and just make you smile. For FedEx Kinko’s, BBDO New York simply wrapped street furniture in bubble wrap; a parking meter in a box of shipping popcorn. The message was clear: Kinko’s Pack N’Ship can handle anything.

In business & technology, a wallscape for Nationwide Insurance made its point in a big way.

Life Comes at You Fast was created by Dallas-based TM Advertising.

This year