2012 OBIE Award Winners

The winners of the 70th annual OBIE Awards were honored on the closing night of the 2012 TAB/OAAA Out of Home Media Conference & Marketing Expo in Miami Beach.

Nov. 6, 2012

Creative Agency: TBWA\Chiat\Day

The Outdoor Advertising Association of America (OAAA) presented GSD&M with the agency’s first OBIE Best of Show Award for its L.L.Bean Grand Openings campaign. The winners of the 70th annual OBIE Awards were honored on the closing night of the 2012 TAB/OAAA Out of Home Media Conference & Marketing Expo in Miami Beach.

“To ensure shoppers were aware of the L.L.Bean store opening, GSD&M transformed the mall to bring outdoor adventure inside,” said Stephen Freitas, OAAA chief marketing officer. “From fishing in the mall fountain to streams leading the way to the store entrance, to supporting ads within the local rail system, the campaign’s creativity and consumer interactivity encompass all that an innovative and effective out of home campaign should.”

OAAA presented 12 Gold OBIE Awards in multiple categories recognizing outstanding creative across a variety of out of home advertising platforms and formats. Leo Burnett took home two Gold OBIEs this year. Its Chicago office was honored for a McDonald’s French Fries campaign, and the agency’s Toronto office was awarded for its work for James Ready Beer.

“Historically great outdoor is incredibly bold and cuts through,” said Rob Feakins, chief creative officer/president at Publicis New York and this year’s chief OBIE judge. “Now we’re transforming the consumer’s experience by engaging them with bold creative, which is exactly what this year’s OBIE winners have done.”

OAAA also awarded 27 Silver OBIEs and 37 Finalist prizes. Four agencies received both Gold and Silver OBIEs. Leo Burnett took home the most awards with six OBIEs going to its Chicago office and three to the agency’s office in Toronto.

Legendary brand Maker’s Mark won the 2012 OBIE Hall of Fame Award, recognizing the brand’s consistent excellence in out of home advertising design. Doe-Anderson has served as Maker’s Mark’s creative agency for more than 40 years.