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Another Look at this Year's 80th Annual OBIE Awards

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The OAAA announced 49 winners during last week’s 80th Annual OBIE Awards at the Geopath/OAAA 2022 OOH Media Conference & Expo on Marco Island, hosted by Rick Robinson. The OBIE Awards are the out of home (OOH) advertising industry’s oldest and most prestigious honors for creative excellence in out of home advertising design. “The Obies are a really vital piece of our puzzle and creativity is our medium superpower,” said OAAA President & CEO Anna Bager.

This year’s jury included:

  • 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

This year’s top honor, the Platinum OBIE Award, went to Michelob Ultra FCB New York for its cutting-edge “Courtside” campaign. The project pushed the definition of OOH with a collaborative use of technologies that digitally immersed fans into the NBA bubble’s virtual stands from home, finding a creative way to inject the contagious energy and joy that a live audience can bring to a game.

COVID-19 could have thrown the beverage company’s first year as the NBA’s official beer sponsor into a tailspin, but the ingenuity of the “Courtside” campaign led Michelob ULTRA’s sales to grow 32 percent via 13 billion campaign impressions, 81.5 million hours of NBA coverage, and ticket promotions.

“Courtside” also received Gold OBIE Award wins in five categories: Entertainment & Live Events, Custom Installation, Food & Beverage, Digital Design, and Interactive.

message for Wrapify
message for Wrapify

Gold OBIE Award winners:

Monogram “Headlines”

  • Category – Combined Multi-OOH Formats
  • Advertiser – Monogram
  • Agency – MilkMoney, Roc Nation and Mischief

Boards of Change

  • Category – Custom Installation & Buzzworthy
  • Advertiser – City of Chicago
  • Agency – FCB Chicago

Fanta Halloween

  • Category – International
  • Advertiser – Fanta (Coca-Cola)
  • Agency – Isobar

OMEGA MART Custom Iconic Mobile Billboard Truck PR Release

  • Category – Transit
  • Advertiser – Meow Wolf’s Omega Mart
  • Agency – Kre8 Media Team

Chris P. Poultry, Attorney at Law

  • Categories (3) – Buzzworthy, Combined Multi-OOH Formats, Contextual
  • Advertiser – Jollibee
  • Agency – David & Goliath

Alpha: Chickenflation

  • Category – Buzzworthy
  • Advertiser – Alpha Foods
  • Agency – Mischief @ No Fixed Address

Balenciaga x Fortnite

  • Category – Fashion & Luxury Goods
  • Advertiser – Balenciaga x Fortnite
  • Agency – AC3 Studio

Thinx Absorbs Worries

  • Category – Direct to Consumer
  • Advertiser – Thinx
  • Agency – Thinx

OBIE CRAFT Award winners:

Balenciaga x Fortnite

  • Category – Digital Design
  • Craft BRONZE

Mixwell

  • Category – Copywriting
  • Craft SILVER

Jollibee U.S.A.

  • Category – Copywriting
  • Craft SILVER

Anheuser Busch/ Michelob Ultra

  • Category – Digital Design
  • Craft GOLD

In addition to the platinum and gold awards, 11 silver and 16 bronze OBIE Awards were presented. The OBIE Hall of Fame went to Denver Water for their long running “Use Only What You Need” campaign from Sukle Advertising & Design, Denver.

The 2022 OBIE Awards are the oldest and most prestigious honors for creative excellence in out of home advertising design. Reflecting the dramatic rise in OOH Media investment, entries this year increased 40% over 2021 and have surpassed pre-pandemic years. See the complete list of Obie Winners this year.

About the OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the $8.6 billion U.S. out of home advertising (OOH) industry, which includes digital out of home (DOOH), and is comprised of billboards, street furniture, transit advertising, and place-based media (including cinema). OAAA is comprised of 800+ member media companies, advertisers, agencies, ad-tech providers, and suppliers that represent over 90% of the industry. Every year, the industry celebrates and rewards OOH creativity via its renowned OBIE Awards.

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