Peterson Milla Hooks Tops Obies

NEW YORK Peterson Milla Hooks won best in show at the 63rd annual Obie Awards on Tuesday for its “Wants/Needs” billboard campaign for Target.

The Minneapolis shop’s billboards show two images of items Target sells to create a whimsical pastiche of “wanted” vs. “needed” objects.

Fourteen Obies were presented at the awards ceremony, held in Chicago during the Outdoor Advertising Association of America’s national convention and trade show.

Crispin Porter + Bogusky in Miami won the most awards, four, all for BMW Mini Cooper billboards.

Peterson Milla Hooks, Leo Burnett and Taxi each received two Obies. PMH’s second Obie recognized a Target display entitled “3D Lampshades,” which combined working lights with shades. Leo Burnett in Chicago was honored for a U.S. Army billboard in the guise of a giant brochure and a McDonald’s sign resembling a milkshake and straw turned upside down. Taxi in Toronto won twice for a Mini board with an actual model of the car and a Nike outdoor ad showing larger-than-life athletes on the side of a building.

A complete list of winners is available at