미국옥외광고협회, 제83회 연례 OBIE 어워즈 최종 후보작 발표

미국옥외광고협회(OAAA)가 제83회 OBIE 어워즈의 쇼트리스트를 공개했다. 이번 어워즈는 옥외광고(OOH) 분야에서의 창의적 우수성과 혁신을 기념하는 행사로, 80년이 넘는 기간 동안 OBIE 어워즈는 뛰어난 OOH 크리에이티브의 기준을 제시해왔다. 예술성, 기술, 전략적 스토리텔링이 만나는 지점을 조명하며, 업계의 미래를 형성해가는 수상작들을 통해 OBIE 어워즈는 OOH의 현재와 가능성을 보여준다.

올해의 행사에서는 아메리칸 익스프레스(American Express)가 OBIE 명예의 전당(OBIE Hall of Fame)에 등재된다. 아메리칸 익스프레스는 수십 년에 걸쳐 시선을 사로잡는 대형 캠페인을 통해 OOH의 창의적 기준을 세운 브랜드로, 대담하고 시각적으로 강렬한 메시지 전달로 명성을 쌓아왔다. 아메리칸 익스프레스는는 아이코닉한 빌보드부터 몰입형 브랜드 체험에 이르기까지 다양한 OOH 포맷을 통해 소비자 참여를 유도해 왔으며, 혁신적 스토리텔링과 임팩트 있는 매체 활용으로 업계 내 마케팅 및 브랜드 커넥션의 리더로서의 위상을 공고히 하고 있다.

2025년 OBIE 어워즈 쇼트리스트에는 역대 최다 접수작 중에서 선별된 28개 부문, 총 117개의 파이널리스트가 이름을 올렸다. 이들은 변화하는 미디어 환경 속에서 OOH의 영향력과 창의력을 여실히 보여주고 있으며, 실험적 캠페인부터 디지털 혁신에 이르기까지 다양한 영역에서 경계를 허물며 새로운 관객 참여 방식을 제시하고 있다. 오늘날 마케팅 전략에서 OOH가 갖는 핵심적 가치와 그 무한한 가능성을 확인할 수 있는 명단이다.

이번 심사는 오길비(Ogilvy) 글로벌 부최고크리에이티브책임자(Deputy Chief Creative Officer Worldwide)인 조 시아로타(Joe Sciarrotta)의 주도 아래, 브랜드 비전과 크리에이티브 전략에 정통한 전문가들로 구성된 심사위원단이 맡았다. 이들은 예술적 완성도, 전략적 효과, 기술적 독창성을 기준으로 우수 캠페인을 엄격히 평가했다.

OBIE 명예의 전당은 매년 OAAA 회원사들의 투표를 통해 결정되며, OOH 광고 분야에서 탁월한 창의성과 지속 가능한 브랜드 활동을 보여준 브랜드에 수여된다. 이번에 헌액된 아메리칸 익스프레스는 애플(Apple), 맥도날드(McDonald’s), 던킨(Dunkin’) 등 역대 수상 브랜드들과 어깨를 나란히 하게 되었으며, 이들처럼 OOH 광고의 창의적 기준을 제시해온 기업으로 평가받고 있다.

브론즈, 실버, 골드, 플래티넘 수상자는 오는 5월 6일 화요일, 2025 OOH 미디어 컨퍼런스에서 생중계로 발표된다. 이 행사는 업계 최고 크리에이터들을 축하하고 영감을 주는 저녁 행사로, OOH의 미래와 트렌드, 데이터 기반 창의성의 영향력을 주제로 한 기조연설과 활발한 토론, 그리고 가장 영향력 있는 작품들을 조명하는 시상식으로 구성된다. OOH 업계의 오늘과 내일을 아우르는 이 자리는 업계 관계자라면 절대 놓쳐서는 안 될 중요한 이벤트다.

SPECIALTY CATEGORIES

A01: 3D Anamorphic Digital

• ABC Entertainment and ZOIC for 9-1-1 S7 3D Anamorphic
• Kendo Brands, BCN Visuals, and MilkMoney for Fenty Beauty x Arcane Collection Launch
• Progressive Insurance, Ninety6, and Company 8 Ad Group and Spotlight Outdoor for Progressive Accident Response 3D Anamorphic
• San Diego Tourism Authority and The Shipyard for Golf Ball Out of Home
• Netflix for Squid Games 2

A02. Buzzworthy

• e.l.f. Beauty, Oberland, and billups for Change the Board Game – So Many Dicks
• PepsiCo and Outdoor Solutions for Frito-Lay’s Doritos Super Bowl Luxor Hotel
• Sony Pictures Entertainment and Rapport Worldwide for Ghostbuster – Frozen Empire
• Atlantic Records, Charli XCX and Colossal Media for The Brat Wall
• Habit Burger & Grill and Barrett Hofherr for We’re #1

A03. Contextual

• Hulu and Publicis Imagine for Hulu’s Interior Chinatown
• The Wendy’s Company and Saatchi & Saatchi X for McStake
• Kraft Heinz, Johannes Leonardo, and Overall Murals for Ore-Ida Deliciously Predictable Rain-Activated Mural
• Habit Burger & Grill and Barrett Hofherr for We’re #1

A04. Custom Installation

• ABC Entertainment, Rhubarb, RBM, and FLIX FX for Abbott Elementary S4 3D Diorama Buildout
• Amazon Studios, Legion Creative, Concept Arts, and Midnight Oil for Fall Out Stunt Board
• Paramount Pictures, Elevue, Midnight Oil, and BIG Outdoor for Gladiator Streetscape
• FX Networks, Lindeman & Associates, and BIG Outdoor for Shōgun Sunset Strip Streetscape

A05. Experiential (Physical Presence)

• La Costeña for Holiday Magic with La Costeña in Times Square
• Paramount+, Paramount Global Kids & Family Design Team, and Horizon Media for SpongeBob’s 25th Anniversary at Comic-Con San Diego
• Diageo, Studio Nari, and MX for Johnnie Walker x Squid Game LTO Launch
• Suntory Global Spirits, Wonderworks Communications, and City Eventions for Maker’s Mark Winter Wheat Wonderland NYC Pop Up
• Peacock and BIG Outdoor for “Those About To Die” & 2024 Olympic Coverage

A06: Holographic & Projection

• Spotify and Atlas Media for 2024 Spotify Wrapped
• Nike, Wieden+Kennedy, and billups for Dodgers World Series Reactive ’24
• Diageo and Outdoor Solutions for Don Julio 1942 Tequila STRAT Projection
• Zynga, Diva, Choreografx, Scenester, and Overall Murals for Star Wars: Hunters™
• CBS Media Ventures, National Experiential, and Horizon Media for The Ferris Wheel of Fortune

A07. Integrated Multi-Media

• Netflix, Mocean, and Scenester Projects for The Perfect Couple – Custom Sand Mural
• Grubhub and Bully Pulpit International for Opening Doors
• Aruba Tourism, Deep Focus, and OUTFRONT XLabs for That’s The Aruba Effect
• Gerald R. Ford International Airport and Extra Credit Projects for The GRReat Billboard Hunt
• Progressive Insurance and Arnold Worldwide for Unbecoming Your Parents in Paris

A08. International

• Adidas, Accenture Song, and Ocean Outdoor for Adidas Billboard Run
• Quaker, Behaviour Agency, OMD Canada, and Branded Cities for Crispy Minis “That’s Crispy”
• Kraft Heinz, GUT, and billups for Heinz Filter – Effects and Ways of Using Technology
• JCDecaux, DAVID Madrid, and Ogilvy for Meet Marina Prieto
• Oatly, Jellyfish, and billups for “Support Your Local Oat Dealer” Campaign
• Kraft Heinz, Rethink, and billups for Squeezing into the Spotlight with Deadpool & Wolverine

A09. Local

• Geaux Laundry and Lamar Advertising Company for Hate Doing Laundry?
• Miracle Realty and OUTFRONT STUDIOS for Do Not Pass On A Miracle
• Perry’s Emporium and Lamar Advertising Company for Oh My God
• Oxford Lumber and Lamar Advertising Company for Red Campaign
• Greene Wilson Trial Lawyers and Out of Home Creative for Worn Once

INDUSTRY CATEGORIES

B01. Automotive

• Car City and Extra Credit Projects for Going Fast
• Renault, Prodigious, and Colossal Media for Le Car is Back
• Armando’s Collision Center and Adams Outdoor Advertising for People Drive Like Animals!
• Turo for Skip the Rental Counter
• Victory Jeep and Lamar Advertising Company for Victory Jeep

B02. Consumer Products & Goods

• Hennessy US, Stefania Tejada (artist), Publicis NYC, and Colossal Media for Hennessy x LeBron James
• Sonic Drive-In and Lamar Advertising Company for Sonic Fam
• Modelo Especial and Modelo Negra and Upshot Agency for Día De Los Muertos Out of Home
• Olipop and Quan Media Group for Olipop x Twin Cities
• Pernod Ricard and Inwindow Outdoor for Perrier Jouet Be More Flower

B03. Consumer Services

• Old National Bank and Schafer Condon Carter for 2024 Get Old Perm Board
• Dallas Morning News and Medium Giant for Celestial Phenomenon
• Centreville Bank and Financial Marketing Solutions for Centreville Bank – Half Board
• Laserderm Med Spa and OUTFRONT STUDIOS for Laserderm “Cat”
• Progressive Insurance and Arnold Worldwide for Unbecoming Your Parents in Paris

B04. Direct to Consumer

• Primally Pure, Day Job, and Quan Media Group for Primally Pure Rebrand
• Skims and Quan Media Group for Skims/Team USA
• O Positiv Health and MilkMoney for URO Intimate Deodorant Launch
• Vera Bradley, TB Productions, and Clear Channel Outdoor for Vera Bradley Holiday Gift Guide

B05. Fashion & Luxury Goods

• Chanel and Colossal Media for Chanel N°5 x Margot Robbie
• Christian Dior, Publicis, and Clear Channel for Dior Pre-Fall 2024 Collection
• Fossil, Assembly, and Talon for Fossil Mother’s Day
• GENEVOISM and Colossal Media for Prada
• Tiffany & Co for With Love, Tiffany & Co.

B06. Film & Media

• Chicago International Film Festival and Ogilvy for 60 Years of Film
• Disney Branded Television/Disney+, Authentik Creative, and Midnight Oil for Goosebumps Dueling Bulletins
• Sony Pictures Entertainment and Rapport Worldwide for Garfield – Paint the Town Orange
• The Walt Disney Company and Midnight Oil for Hulu on Disney+ Launch campaign
• Pixar Animation Studios for Inside Out 2
• FX Networks, Lindeman & Associates, and BIG Outdoor for Shōgun Sunset Strip Streetscape

B07. Healthcare

• Mary Free Bed Rehabilitation Hospital and Extra Credit Projects for Fall A La La Lot?
• Humana, The Hive, and do it outdoors Media for Paint The Town Green
• RUSH Medical University and DeVito/Verdi for The Best-Rated Hospital
• UCSF Health, TILT, and Clear Channel Outdoor for With Love, UCSF Health

B08. Live Entertainment, Events & Gaming

• Netflix, Bond, and Midnight Oil for Jake Paul vs Mike Tyson Campaign
• San Francisco Ballet and The Shipyard for AI Loves Ballet Out of Home Campaign
• Super Bowl LVIII Host Committee and Kre8 Media Outdoor for “Super Ball” Iconic Mobile Billboard Truck
• The Great Allentown Fair and Adams Outdoor Advertising for The Olympics Campaign

B09. Public Service & Nonprofits

• Anzen Health, Mediaplus North America, and Talon for 855-How-To-Quit-Opioids
• OUTFRONT STUDIOS for James Earl Jones – A Force
• Adams Outdoor Advertising for Maggie Smith Tribute
• Extra Credit Projects for Mary Wells Lawrence Tribute
• Great Outdoors Colorado / Generation Wild and Sukle Advertising & Design for Save the Bees. Spread Wilderflowers

B11. Transportation, Travel & Tourism

• Gerald R. Ford International Airport and Extra Credit Projects for Airport Mode
• Discover Puerto Rico, R&R Partners, and billups for Discover Puerto Rico OOH Campaign
• Aruba Tourism, Deep Focus, and OUTFRONT XLabs for That’s The Aruba Effect
• Visit California and The Shipyard for Beach Ball Out of Home
• Wisconsin Dells VCB, Boelter + Lincoln, and Intersection for Wisconsin Dells Makes a Splash at Chicago Union Station

CRAFT CATEGORIES

C01. Copywriting

• Chicago International Film Festival and Ogilvy for 60 Years of Film
• The Walt Disney Company, and Midnight Oil for Hulu on Disney+ Launch campaign
• Progressive Insurance and Arnold Worldwide for Unbecoming Your Parents in Paris

C02. Digital Design

• Progressive Insurance and Ninety6 for Accident Response | Race With Your Squad
• Art Innovation Gallery for “Skyline Stories” Exhibition
• Netflix for Squid Games 2

C03. Illustration

• ICU Art and Bully Pulpit International for Harris for President Mural Illustrations
• Diageo, Anomaly, MX, and Overall Murals for Johnnie Walker x James Jean Lunar New Year Mural
• The Coca‑Cola Company and Ogilvy for Recycle Me

C04. Photography

• Apple, TBWA\ Media Arts Lab, and OMG for Apple Shot on iPhone: Hopefuls
• Christian Dior, Publicis, and Clear Channel Outdoor for Dior Pre-Fall 2024 Collection
• Skims and Quan Media Group for Skims/Team USA
• Unilever’s Dove and Ogilvy for Unready for Anything

FORMAT CATEGORIES

D01. Billboards

• The Walt Disney Company and Clear Channel Outdoor for The Boy & The Octopus Snowing Billboard
• American Eagle, Company, 8 Ad Group, and Spotlight Outdoor for American Eagle One Time Square
• Apple, TBWA\ Media Arts Lab, OMD, and OMG for Apple Shot on iPhone: Babies
• The Walt Disney Company and Drissi Advertising for Deadpool & Wolverine Kicking Legs Mechanical Billboard
• The Coca‑Cola Company and Ogilvy for Recycle Me
• Universal Pictures for Wicked Billboard Campaign

D02. Street Furniture

• Amazon, Hogarth Worldwide, and JCDecaux for Amazon Audible Bus Shelter Takeover
• Apple TV+, WORKS, LA, Lithographix, and OMG for Shrinking 2 Shelter Domination
• Amazon Prime Video, Concept Arts, and Rapport Worldwide for Rings of Power S2: Immersive Bus Shelter Builds
• San Francisco Ballet and The Shipyard for AI Loves Ballet Out of Home Campaign

D03. Transit

• Chicago International Film Festival, and Ogilvy for 60 Years of Film
• e.l.f. Beauty, Oberland, and billups for Change the Board Game – So Many Dicks
• Gibson and Clear Channel Outdoor for Gibson Guitar Nashville Airport
• Grow Financial Federal Credit Union and Dunn&Co. for Life Less Scary 2 – Streetcar
• Netflix and mobilads for Senna Formula 1 Activation
• Pixar Animation Studios for Inside Out 2
• Sony Electronics and SHADOW for Sony x Olivia Rodrigo NYC Subway Takeover

D05. Combined Multi-OOH Formats

• Apple TV+, Midnight Oil, and OMG for The Instigators OOH Campaign
• The Walt Disney Company, and Midnight Oil for Hulu on Disney+ Launch campaign
• Gemini, Tombras, and Quan Media Group for Go Where Dollars Won’t
• Paramount+, The Rhubarb Agency, and Horizon Media for Halo S2
• Lee Kum Kee, Innerspin Marketing, and NPRP Media for Sriracha Love
• Nike, Weiden+Kennedy, and billups for Winning Isn’t For Everyone – Paris Olympics ’24
• The Macallan, The Potlach, The Roof Agency, and Publicis Media for The Macallan Time: Space

D06: Murals

• Buchanan’s, Gale Partners, and Overall Murals for #ComoLoDigas
• Netflix, ARSONAL, Midnight Oil, and Overall Murals for Unfrosted Custom Mural
• Pokémon Trading Card Game, Laundry Service, and Colossal Media for Pokémon – Surging Spark
• Uber, and Overall Murals for Uber Eats – Football Is For Food Lenticular Mural