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Published on March 12th, 2020 | by OAAA

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3 Questions on OOH Creativity

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In January, seven advertising executives, creative gurus, and OOH enthusiasts gathered in a room in Marco Island, FL, to review more than 600 entries to the 2020 OBIE Awards.

OAAA has revealed 112 campaigns shined above the rest and are now in the running for an OBIE Award. 

We asked the judges three simple questions about their experience. Here are their answers:

Joe Maglio
CEO, McKinney

What impressed you the most about the OOH campaigns you reviewed?
Two things rose to the top: 

  1. The use of large scale opportunities. We saw some really interesting work that, essentially, disregarded the standard format that the media may have dictated, and instead used the format as a base to deliver something really impactful.
  2. The experiential nature of some of the best ideas was impressive. When the line between an OOH ad and an OOH experience is blurred, the brand engagement opportunity is endless. 

What is the one word you would use to describe OOH? 
Opportunity

What is your all-time favorite OOH campaign or execution?
About a year ago, there was a billboard in LA promoting the movie The Disaster Artist. It was a really insightful idea with a surprise twist, all based on a single static billboard. 

Jeff Honea
Creative Director, National Geographic Society

What impressed you the most about the OOH campaigns you reviewed?
The smart concepts and the artful executions.

What is the one word you would use to describe OOH?
Opportunity

What is your all-time favorite OOH campaign or execution? 
I’m loving the BBC Dacula creative

Seth Jacobs
Group Creative Directory, Anomaly

What impressed you the most about the OOH campaigns you reviewed?
When OOH is used to its fullest, it can be beautiful. That is what will always get my eye.  The best work in this year’s group was attention grabbing, but done with a level of craft that was exciting to see.

What is the one word you would use to describe OOH?
Effective.  OOH remains the cleanest expression of a campaign there is.

What is your all-time favorite OOH campaign or execution? 
IBM smart boards were fantastic.

Julia Morra
Creative Director, Cossette

What impressed you the most about the OOH campaigns you reviewed?
I was impressed by the craft of the OOH campaigns. The design. The builds and installs. The murals. The attention to detail. I think the winners rose to the top because of their outstanding craftsmanship.  

What is the one word you would use to describe OOH?
Freedom

What is your all-time favorite OOH campaign or execution? 
It’s almost 10 years old now, but the first thing I thought of was the Contagion billboard. It’s a tight concept and a great use of the OOH media. Plus, it’s fun and gross.

Kelly Peppers
CEO, Colossal Media

What impressed you the most about the OOH campaigns you reviewed?
The range of submissions from large, medium, small brands and operators – that inspired me. 

What is the one word you would use to describe OOH?
Colorful

What is your all-time favorite  OOH campaign or execution? 
There are so many brilliant campaigns, but I’m a sucker for this one still:

Julia Ruiz
Group Creative Director/Design
VICE Media Group

What impressed you the most about the OOH campaigns you reviewed?
I liked how traditional techniques for OOH were used in new and unique ways. It just shows how you can take a technique from the past or that has been used before and make it feel fresh by being creative and rethinking these approaches. 

What is the one word you would use to describe OOH?
Impressionable

What is  your all-time favorite OOH campaign or execution? 
That’s hard to narrow down, but one campaign I refer to alot was when the New Museum opened in NYC. They used die cut wild postings and subway 2-sheets in the shape of the museum building. I thought it was a simple creative idea that I had never seen before and really has stuck with me throughout the years. This 2008 campaign won an AdAge Creativity Award

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