Space Invaders “World Defense” 45th Anniversary Immersive AR Created By Taito, Google, Unit9, and OUTFRONT XLabs Takes Home Top Award
NEW YORK,May 1, 2024/PRNewswire/ —The Out of Home Advertising Association of America (OAAA), the leading trade group representing the entire out of home (OOH) advertising industry, today announced the winners of the 82nd annual OBIE Awards. For the past eight decades, the prestigious OBIE Awards have been synonymous with creative excellence, shining a light on the most creative and innovative work across the out of home space and signaling the future for the industry.
The OBIE Awards were co-hosted by OAAA’s EVP of Strategy & Growth Jeff Jan and Digital Prophet & Industry Luminary David Shing. The awards were presented during an in-person ceremony held at the 2024 OOH Media Conference inCarlsbad, CA.Winners were revealed across five tiers: Platinum, Gold, Silver, Bronze, and Craft, along with recipients of a new Student OBIE Awards and the OBIE Hall of Fame.
“From spectacular digital signage and inventive transit takeovers to eye-popping billboard campaigns and state-of-the-art AR and experiential programs, this year’s OBIE Award winners truly raised the bar for what our medium is capable of today,” saidAnna Bager, President and CEO, OAAA. “We’re excited to celebrate this talented group of creative thinkers and innovators who are pushing the limits on what’s possible and helping move our industry forward.”
This year’s top honor, the Platinum OBIE Award, went to a collaborative effort between Taito, Google, Unit9, and OUTFRONT XLabs for the Space Invaders “World Defense” 45th Anniversary Immersive AR experience, an interactive game where players worked together to save the planet. The experience uniquely harnessed the innovative potential of digital out of home to bring digital battles to the real world and reach players across the globe.
In addition to key awards, this year’s OBIE Hall of Fame award, which was voted on by OAAA’s membership, went to Dunkin’ for their consistently exceptional creative work and continued investment in OOH over the years. For decades, Dunkin’ has relied heavily on OOH to create buzz, build awareness, and drive sales. With its reputation for fun, witty and often quirky campaigns that are heavy on imagery and short on copy – perfect for the larger-than-life canvas the medium provides – Dunkin’s keen understanding of OOH is sure to keep the brand relevant for many more years to come.
Gold OBIE Awards were presented in the following categories:
3D Anamorphic Digital [NEW]
- Nike –Jordan Brandand Billups forAJ1 Next Chapter
Buzzworthy
- Warner Bros. Pictures and Midnight Oil forBarbie Box Standee
Custom Installation
- Pizza Inn and BooneOakley forPizza Inn: Bambi & Friends
Integrated Multi-Media
- Nike and Colossal Media forNike x Sacai Go Find Out
Interactive (Online Integration)
- Taito, Google, Unit9, and OUTFRONT XLabs forSpace Invaders “World Defense” 45th Anniversary Immersive AR
International
- Activision Blizzard and Diva forActivision Diablo’s Projection Mapping Murals
- The Coca-Cola Company – Coca‑Cola Zero Sugar, WPP, Wavemaker, Moving Images, and Ocean Labs forBest co*ke Ever: The Giant Vending Machine
Local [NEW]
- TheNew York TimesforNYT All Access Train Takeover
Automotive
- Hyundai of Dothan and up to something forHyundailiens
Consumer Products & Goods
- Cigar City Brewing, Jai Alai Beer, CANarchy, and Sterling-Rice Group forThe Best Beer You Probably Can’t Pronounce
Consumer Services
- UPS, The UPS Store, The Martin Agency, and BCN Visuals forSmall Businesses – Under The Shield
Direct to Consumer
- YETI for ForEvery Single Use
Fashion & Luxury Goods
- Columbia Sportswear, Lightbox, and Monster XP forColumbia’sAR Dressing Room
Film & Media
- Warner Bros. Pictures, BLT, Midnight Oil, and Hearts & Science forBarbie Theatrical Campaign
Live Entertainment, Events & Gaming
- The Great Allentown Fair and Adams Outdoor Advertising forThe Great Allentown Fair – No A.I.
Public Service & Nonprofits
- Great Outdoors Colorado/Generation Wild and Sukle Advertising & Design forShare This Wonder-full World
Transit
- TheNew York TimesforNYT All Access Train Takeover
Combined Multi-OOH Formats
- Netflix, Legion Creative, Aspect, Midnight Oil, and Rapport forLEO
Murals [NEW]
- Adidas, Jellyfish, and GroupM forOriginals
SILVER Winners:
3D Anamorphic Digital [NEW]
- UPS, The UPS Store, The Martin Agency, and BCN Visuals forSmall Businesses – Under The Shield
Buzzworthy
- Netflix, Legion Creative, and Midnight Oil forLEO Connected Billboards
Contextual
- Walt Disney Studios Motion Pictures, LA & Associates, and Inwindow Outdoor forA Haunting inVenice– Venice Beach Takeover
Custom Installation
- Netflix, Legion Creative, and Aspect forLEO Pettable Billboard
Integrated Multi-Media
- TheNew York TimesforNYT All Access Train Takeover
Local [NEW]
- Tallahassee Memorial Hospital and The Mitchells forTallahassee Memorial Hospital – Bigfoot
Consumer Products & Goods
- Nike, Wieden+Kennedy Portland, and Billups forThat’s Mamba
Fashion & Luxury Goods
- Arc’Teryx forNo Wasted Days
Live Entertainment, Events & Gaming
- Taito, Google, Unit9, and OUTFRONT Xlabs forSpace Invaders “World Defense” 45th Anniversary Immersive AR
Public Service & Nonprofits
- Moments by OUTFRONT and OUTFRONT STUDIOS forThis Is What Hip Hop Sounds Like
Transportation, Travel & Tourism
- Delta Air Lines and Wieden+Kennedy forSkyMiles Store – The Window Seat Shop
Billboards
- Sonic Drive-In and Lamar Advertising Company forSonic Neon Nights
Combined Multi-OOH Formats
- Paramount+ with SHOWTIME, Legion Creative, and Horizon Media forYellowjackets Season 2 – Return to the Wilderness
Murals [NEW]
- Bacardí, Inwindow Outdoor, and OMG forBacardí Reserva Ocho 8 Bespoke Murals
BRONZE Winners:
3D Anamorphic Digital [NEW]
- Google – Google Play + Android, Media Futures Group, and BCN Visuals forGoogle: Mobile Fame-ification x The Game Awards
Contextual
- Colgate, Wavemaker, and WPP@CP forThe Courage to #SmileFirst
Custom Installation
- Disney Entertainment Television, Authentik Creative, and Midnight Oil forDisney+ Goosebumps Series
- Paramount Pictures, Lindeman & Associates, and Midnight Oil forTeenage Mutant Ninja Turtles: Mutant Mayhem Giant Skateboard
Experiential (Physical Presence)
- Walt Disney Studios Motion Pictures, Art Machine, BLT, and Red Rock Outdoor forHaunted Mansion Pedicab Doom Buggies
Holographic & Projection [NEW]
- LEGO,2K, The LEGO Agency, and Firefly forLEGO Racing NYC Domination
- Miller Lite and DDB Chicago forMiller Lite Drones
- Perrier Jouet, Inwindow Outdoor, and Publicis forFill Your World With Wonder
Integrated Multi-Media
- Diageo –Don Julioand Anomaly forPor Amor: A Love Letter To Mexico
International
- Vodafone Business,Ogilvy Amsterdam, and Ocean Labs forWork Safely from Anywhere
- YouVersion and Bible App forYouVersion Bible App
Local [NEW]
- MadeWest Brewing Company and Fuse Connect forMadeWest Brewing Company Mural at Santa Barbara Airport
- Toki Underground and Clear Channel Outdoor forHello Ramen
Automotive
- Nissan ARIYA and TBWA\Chiat\Day for DrivingNissan ARIYA Awareness with Real-Time Creative Personalization
Consumer Products & Goods
- Bulleit Frontier Whiskey and Anomaly forBulleit Pioneer Project
- Adidas, Jellyfish and GroupM forOriginals
Consumer Services
- Michigan Slip and Fall Lawyers and Adams Outdoor Advertising forMI Slip: Sneakers, Pumps, Falling Man
Direct to Consumer
- Harry’s,Kevin Lyons, and Colossal Studios forHarry’s xKevin Lyons
Film & Media
- Netflix, Legion Creative, Aspect, Midnight Oil, Firefly, Rapport, and MediaHub forLEO NYC Takeover
- Netflix forThey Cloned Tyrone – Tear Away Barricades
Healthcare [NEW]
- Washington Health System and Lamar Advertising Company forOrtho
Public Service & Nonprofits
- Black Artists + Designers Guild, Colossal Media, and Lamar Advertising forFutures Facing
Retail
- Samsonite and OUTFRONT STUDIOS forTravel Back to Now
Transportation, Travel & Tourism
- Gerald R. Ford International Airport and Extra Credit Projects forGFIA Shorten the Trip OOH
Billboards
- RIMOWA and Anomaly forA Lifetime of Memories
- Netflix, Gravillis, and Midnight Oil forLuther: The Fallen Sun Light Tape Billboard
- Universal Pictures, Bond, and Midnight Oil forOppenheimer Countdown Clock Billboard
Street Furniture
- Nissan ARIYA and TBWA\Chiat\Day forDriving Nissan ARIYA Awareness with Real-Time Creative Personalization
Transit
- Match Group – The League, Humanaut, and NPRP Media forBe a GoalDigger
Combined Multi-OOH Formats
- Sony PlayStation, EG+, and GroupM OOH forMarvel’s Spider-Man 2 – PlayStation
Murals [NEW]
- Bulleit Frontier Whiskey and Anomaly forBulleit Pioneer Project
- Columbia Records and Sony Music forDepeche Mode
- Perrier Jouet, Inwindow Outdoor, and Publicis forFill Your World With Wonder
CRAFT Winners:
Copywriting
- YETI for ForEvery Single Use
Illustration
- Harry’s,Kevin Lyons, and Colossal Studios forHarry’s xKevin Lyons
Photography
- Unilever – Dove Men+Care, GroupM OOH, and Mindshare forDM+C Father Day 2023
STUDENT OBIE Winners:
As the newest addition to this year’s awards program, the Student OBIE Awards looked to recognize the best and brightest of up-and-coming talent in the out of home industry. These students’ work is exemplary of the creative and technological advancements within the OOH medium. Student OBIE Awards were presented to:
GOLD:Luke Maksymetz,Kendall College of Art and DesignforDon’t Be Scared. Be PreEP-ared.
SILVER:Sarah Schafer,Kendall Collegeof Art andDesign for Stay Safe Out There
BRONZE:Central Michigan UniversityGraphic Design Class of 2023 forOut of Place – The Place to Be
OBIE Award winners were hand-picked by a distinguished panel of jurors, led byJaime Robinson, co-founder and Chief Creative Officer of JOAN. This year’s jury included:
- Marc Bartholomew, SVP of Out of Home buying division, dentsu
- Jeff Benjamin, Chief Creative Officer, Tombras
- Andrew Brunton, Managing Director, EMEA, Billups
- Pancho Cassis, Partner and Global Chief Creative Officer, DAVID
- Michael Lebowitz, Founder and Executive Chairman, SPCSHP
- Peipei Lin, VP of Marketing, RIMOWA
- Christine Lustig, Media Lead, Meta
- Randi Stipes, Chief Marketing Officer, The Weather Company
“It was an honor to get a front-row seat to the creativity and innovation defining the out of home space at the moment. This year’s OBIE winners not only show us how the OOH medium has evolved but where it’s going,” said Robinson. “This year’s winners did what only great OOH can do best — reminded us we’re alive in the world, and that it’s a beautiful and exciting thing to be here.”
About OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising inthe United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over$500 millionannually in public service advertising. Founded in 1891, OAAA is headquartered inWashington, DC, with offices inNew York City. To learn more, visitoaaa.org.
Media Contact
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