Michelob Ultra's 'Courtside' Snags Platinum Honor During 2022 OBIE Awards

When the Covid-19 pandemic rendered in-person spectating an impossibility, Michelob Ultra teamed up with Microsoft and FCB New York to bring NBA fans courtside from the safety of their homes. Now, that herculean effort is winning big. Today, the Out of Home Advertising Association of America (OAAA) announced the winners of the 80th Annual OBIE Awards. During a live ceremony held at the Geopath/OAAA 2022 OOH Media Conference & Expo on Marco Island, the association presented 49 awards in total. Among this year's most celebrated OOH efforts, "Courtside" managed to secure the Platinum honor, along with five Gold OBIE Award wins in Entertainment & Live Events, Custom Installation, Food & Beverage, Digital Design and Interactive. Though it may have kicked off in 2020, the campaign ran fresh executions in 2021, making it eligible for this year's judging. "OBIE winners are a testament to the powerful role out of home can play in the media mix," said Anna Bager, president and CEO of the OAAA, to Adweek. "These winning campaigns demonstrate OOH's unique ability to prompt engagement across other media channels using groundbreaking creative. Greater investment in the medium is sure to follow, as brands continue to adopt OOH as a key component of their omnichannel programs." In addition to the Platinum, Gold, Silver and Craft honors, OAAA recognized Denver Water, Sukle Advertising & Design, Denver for its long-running “Use Only What You Need” campaign for the OBIE Hall of Fame. A word from the jurors As OOH found new life after a relatively quiet year, brands like Rocnation and the City of Chicago took the opportunity to create purpose-led moments with their outdoor work. Others like Jollibee, which won three Gold OBIEs, made a big splash with humor. Regardless of the tone, this year's jurors looked for winners that were original and cohesive. “At the end of the day, it comes back to not getting distracted by bells and whistles for the sake of bells and whistles. But instead, ‘What is the idea?’ and how to take advantage of this medium to break through,” said Scott Donaton, svp and head of marketing at Hulu. “What was surprising to me was the consensus—the quick consensus," added Tracy Wong, chairman, ecd and founding partner of creative agency Wongdoody. "The really awesome work just completely shot right up to the top.” This year's jurors included: ● Jury Chief, Mark Tutssel, former Executive Chairman, Leo Burnett ● Susan Credle, Global CCO, FCB Global● Rupen Desai, Global CMO, Dole Sunshine International● Scott Donaton, SVP/Head of Marketing, Hulu● Sara Phillips, Creative Director, Wieden + Kennedy● Mel Routhier- CCO, VMLY&R● Jimmy Smith, CEO and CCO, Amusement Park Entertainment● Tracy Wong, Chairman, Executive Creative Director and Founding Partner, Wongdoody Check out the full list of Gold and Craft winners below. Gold OBIE Award winners Monogram 'Headlines' Category: Combined Multi-OOH FormatsAdvertiser: MonogramAgency: MilkMoney, Roc Nation and Mischief Boards of Change Category: Custom Installation & BuzzworthyAdvertiser: City of ChicagoAgency: FCB Chicago Fanta Halloween Category: InternationalAdvertiser: Fanta (Coca-Cola)Agency: Isobar OMEGA MART Custom Iconic Mobile Billboard Truck Category: TransitAdvertiser: Meow Wolf’s Omega MartAgency: Kre8 Media Team Chris P. Poultry, Attorney at Law Categories (3): Buzzworthy, Combined Multi-OOH Formats, ContextualAdvertiser: JollibeeAgency: David & Goliath Alpha: Chickenflation Category: BuzzworthyAdvertiser: Alpha FoodsAgency: Mischief @ No Fixed Address Balenciaga x Fortnite Category: Fashion & Luxury GoodsAdvertiser: Balenciaga x FortniteAgency: AC3 Studio Thinx Absorbs Worries Category: Direct to ConsumerAdvertiser: ThinxAgency: Thinx OBIE Craft Award winners Balenciaga x Fortnite Category: Digital DesignCraft Bronze Mixwell Category: CopywritingCraft Silver Jollibee USA Category: CopywritingCraft Silver Anheuser Busch/ Michelob Ultra Category: Digital DesignCraft Gold How a WhatsApp Message Created a Foundation for Michelob Ultra's New Fan Base