20th Century Studios for “Avatar: The Way of Water” campaign created by Disney takes home the Gold and Platinum OBIE Awards
The Out of Home Advertising Association of America (OAAA) announced the 81st Annual OBIE Award winners. For the past eight decades, the prestigious OBIE Awards have been synonymous with creative excellence: spotlighting award-worthy campaigns, showcasing innovative technology, and signaling the future for the out of home (OOH) industry. This evening, OAAA presented 29 awards during a live ceremony held at the 2023 OAAA/Geopath OOH Media Conference in Nashville, TN. Winners in the Bronze, Silver, Gold, and Platinum tiers were revealed, along with recipients of the Craft and Hall of Fame awards.
“The OBIE Awards, also known as the advertising industry’s oldest and most prestigious honors for creative excellence in out of home advertising design, is a special time to acknowledge the most innovative and impactful campaigns we experienced in the last year,” said Anna Bager, President and CEO, OAAA. “We are proud to support and celebrate all of the talented individuals who continue to reimagine public spaces as open canvases that celebrate art and humanity.”
This year’s top honor, the Platinum OBIE Award, went to 20th Century Studios for “Avatar: The Way of Water” for its exceptional work in their larger-than-life fantasy adventure ubiquitous across multiple venues and experiences. After a 13-year wait, “Avatar: The Way of Water” made OOH their storyboard and transported audiences back to Pandora, a creative concept deserving of an epic OOH campaign.
Avatar Day, a global trailer release, was highlighted by a Times Square takeover of 40+ screens featuring creatures flowing around the bowtie. The dazzling light show included a spectacular Niagara Falls takeover using holographic projection, custom lighting, and a 600-drone aerial show. The effort was part of the largest-ever anamorphic 3D campaign extending across 13 iconic locations worldwide. The campaign also included OOH media throughout NY, LA, and SF, in-mall media, and digital bulletins in over 20 markets. Raking in close to $900 million in just the first 10 days, “Avatar: The Way of Water” became the highest-grossing movie in 2022.
Gold OBIE Awards were also presented to:
Algorand Times Square Takeover
Category – Buzzworthy
Brand – Algorand
Agency – Invisible North
RODCO Steel Distributors
Category – Custom Installation
Brand – RODCO Steel Distributors
Agency – Lamar Advertising
Find that Thing
Category – Interactive (Online Integration)
Brand – Google
Agency – MFG and Overall Murals
FirstBank – Less Intimidating Bankers
Category – Consumer Goods & Services
Brand – FirstBank
Agency – TDA_Boulder
Betty White Tribute OOH
Category – Public Service & Nonprofits
Agency – Extra Credit Projects
“Wednesday”
Category – Combined Multi-OOH Formats
Brand – Netflix
Silver OBIE Awards were presented to:
Sixt Airport Installation
Category – Contextual
Brand – Sixt USA
Agency – 19:13 GmbH
Don’t Arch
Category – Contextual
Brand – Wendy’s
Agency – Saatchi & Saatchi X
“You’ve Arrived” Mobile Pop-Up
Category – Experiential (Physical Presence)
Brand – M.M. LaFleur
MilkPEP Supports Female Marathoners
Category – Integrated Multi-Media
Brand – MilkPEP
Agency – GALE and Talon – Grand Visual
Pizza Pie Charts
Category – International
Brand – Pizza Pizza
Agency – Zulu Alpha Kilo
Sixt Airport Installation
Category – Automotive
Brand – Sixt USA
Agency – 19:13 GmbH
Sextro Vodka
Category –Food & Beverage
Brand – Sextro Vodka
Agency – BooneOakley
Signature Stripe
Category – Retail
Brand – Paul Smith
Agency – Overall Murals
Breakthrough Artist
Category – Billboards
Brand – Amazon Music
Agency – Overall Murals and Jelly London
“Butt No” to Fight Cigarette Litter in Philadelphia
Category – Street Furniture
Brand – Pennsylvania Department of Community and Economic Development
Agency – Red House Communications
“Wednesday”
Category – Transit
Brand – Netflix
“Avatar The Way of Water”
Category – Combined Multi-OOH Formats
Brand – 20th Century Studios
Bronze OBIE Awards were presented to:
The World’s First Billboard in Aurebesh
Category – Buzzworthy
Brand – LG x Lucasfilm
Agency – HS Ad
“Ozark” – Snell Farm
Category – Experiential (Physical Presence)
Brand – Netflix
Seven Feathers Consecutive Boards
Category – Entertainment, Live Events, & Gaming
Brand – Seven Feathers Casino Resort
Agency – Anvil Northwest
adidas x Gucci
Category – Fashion & Luxury Goods
Brand – adidas x Gucci
Agency – OUTFRONT STUDIOS
Columbia Warmth Melts Icy NYC Windows
Category – Fashion & Luxury Goods
Brand – Columbia Sportswear
Agency – Universal McCann and Lightbox
Childhood Domestic Violence: Change the Ending
Category – Public Service & Nonprofits
Brand – Childhood Domestic Violence
Agency – OUTFRONT STUDIOS
RODCO Steel Distributors
Category – Billboards
Brand – RODCO Steel Distributors
Agency – Lamar Advertising
Sextro Vodka
Category – Billboards
Brand – Sextro Vodka
Agency – BooneOakley
Craft OBIE Awards were presented to:
Patron – El Alto
Category – Digital Design
Brand – Patron
Breakthrough Artist
Category – Illustration
Brand – Amazon Music
Agency – Overall Murals and Jelly London
The OBIE Hall of Fame went to Netflix for their consistently exceptional creative work and continued investment in OOH over the years.
OBIE Award winners were chosen by a distinguished panel of jurors, led by FCB New York Co-Chief Creative Officer Gabriel Schmitt.
The jury included:
Logan Allanson, Global Executive Creative Director, VMLY&R Commerce
Madonna Badger, Founder and Chief Creative Officer, The Badger Agency
Marc Fenty, Senior Vice President, Director of OOH, Horizon
David Marsey, Senior Vice President, Media and Commerce, Allstate
Melody Roberts, Founder and Chief Creative Officer, Out of Home Creative
Grace Teng, Partner and Chief Media Officer, Zambezi
“It was a blast to help judge and now celebrate the creativity and innovation of the best out of home work in the industry,” said Jury Chair Gabriel Schmitt. “Hopefully, this body of work sets the tone of what the category can do.”