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 — The Out of Home Advertising Association of America (OAAA), the trade group representing the out of home (OOH) advertising industry, has revealed 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 in Carlsbad, 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,” said Anna 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 Brand and Billups for AJ1 Next Chapter
Buzzworthy
- Warner Bros. Pictures and Midnight Oil for Barbie Box Standee
Custom Installation
- Pizza Inn and BooneOakley for Pizza Inn: Bambi & Friends
Integrated Multi-Media
- Nike and Colossal Media for Nike x Sacai Go Find Out
Interactive (Online Integration)
- Taito, Google, Unit9, and OUTFRONT XLabs for Space Invaders “World Defense” 45th Anniversary Immersive AR
International
- Activision Blizzard and Diva for Activision Diablo’s Projection Mapping Murals
- The Coca-Cola Company – Coca‑Cola Zero Sugar, WPP, Wavemaker, Moving Images, and Ocean Labs for Best Coke Ever: The Giant Vending Machine
Local [NEW]
- The New York Times for NYT All Access Train Takeover
Automotive
- Hyundai of Dothan and up to something for Hyundailiens
Consumer Products & Goods
- Cigar City Brewing, Jai Alai Beer, CANarchy, and Sterling-Rice Group for The Best Beer You Probably Can’t Pronounce
Consumer Services
- UPS, The UPS Store, The Martin Agency, and BCN Visuals for Small Businesses – Under The Shield
Direct to Consumer
- YETI for For Every Single Use
Fashion & Luxury Goods
- Columbia Sportswear, Lightbox, and Monster XP for Columbia’s AR Dressing Room
Film & Media
- Warner Bros. Pictures, BLT, Midnight Oil, and Hearts & Science for Barbie Theatrical Campaign
Live Entertainment, Events & Gaming
- The Great Allentown Fair and Adams Outdoor Advertising for The Great Allentown Fair – No A.I.
Public Service & Nonprofits
- Great Outdoors Colorado/Generation Wild and Sukle Advertising & Design for Share This Wonder-full World
Transit
- The New York Times for NYT All Access Train Takeover
Combined Multi-OOH Formats
- Netflix, Legion Creative, Aspect, Midnight Oil, and Rapport for LEO
Murals [NEW]
- Adidas, Jellyfish, and GroupM for Originals
SILVER Winners:
3D Anamorphic Digital [NEW]
- UPS, The UPS Store, The Martin Agency, and BCN Visuals for Small Businesses – Under The Shield
Buzzworthy
- Netflix, Legion Creative, and Midnight Oil for LEO Connected Billboards
Contextual
- Walt Disney Studios Motion Pictures, LA & Associates, and Inwindow Outdoor for A Haunting in Venice – Venice Beach Takeover
Custom Installation
- Netflix, Legion Creative, and Aspect for LEO Pettable Billboard
Integrated Multi-Media
- The New York Times for NYT All Access Train Takeover
Local [NEW]
- Tallahassee Memorial Hospital and The Mitchells for Tallahassee Memorial Hospital – Bigfoot
Consumer Products & Goods
- Nike, Wieden+Kennedy Portland, and Billups for That’s Mamba
Fashion & Luxury Goods
- Arc’Teryx for No Wasted Days
Live Entertainment, Events & Gaming
- Taito, Google, Unit9, and OUTFRONT Xlabs for Space Invaders “World Defense” 45th Anniversary Immersive AR
Public Service & Nonprofits
- Moments by OUTFRONT and OUTFRONT STUDIOS for This Is What Hip Hop Sounds Like
Transportation, Travel & Tourism
- Delta Air Lines and Wieden+Kennedy for SkyMiles Store – The Window Seat Shop
Billboards
- Sonic Drive-In and Lamar Advertising Company for Sonic Neon Nights
Combined Multi-OOH Formats
- Paramount+ with SHOWTIME, Legion Creative, and Horizon Media for Yellowjackets Season 2 – Return to the Wilderness
Murals [NEW]
- Bacardí, Inwindow Outdoor, and OMG for Bacardí Reserva Ocho 8 Bespoke Murals
BRONZE Winners:
3D Anamorphic Digital [NEW]
- Google – Google Play + Android, Media Futures Group, and BCN Visuals for Google: Mobile Fame-ification x The Game Awards
Contextual
- Colgate, Wavemaker, and WPP@CP for The Courage to #SmileFirst
Custom Installation
- Disney Entertainment Television, Authentik Creative, and Midnight Oil for Disney+ Goosebumps Series
- Paramount Pictures, Lindeman & Associates, and Midnight Oil for Teenage Mutant Ninja Turtles: Mutant Mayhem Giant Skateboard
Experiential (Physical Presence)
- Walt Disney Studios Motion Pictures, Art Machine, BLT, and Red Rock Outdoor for Haunted Mansion Pedicab Doom Buggies
Holographic & Projection [NEW]
- LEGO, 2K, The LEGO Agency, and Firefly for LEGO Racing NYC Domination
- Miller Lite and DDB Chicago for Miller Lite Drones
- Perrier Jouet, Inwindow Outdoor, and Publicis for Fill Your World With Wonder
Integrated Multi-Media
- Diageo – Don Julio and Anomaly for Por Amor: A Love Letter To Mexico
International
- Vodafone Business, Ogilvy Amsterdam, and Ocean Labs for Work Safely from Anywhere
- YouVersion and Bible App for YouVersion Bible App
Local [NEW]
- MadeWest Brewing Company and Fuse Connect for MadeWest Brewing Company Mural at Santa Barbara Airport
- Toki Underground and Clear Channel Outdoor for Hello Ramen
Automotive
- Nissan ARIYA and TBWA\Chiat\Day for Driving Nissan ARIYA Awareness with Real-Time Creative Personalization
Consumer Products & Goods
- Bulleit Frontier Whiskey and Anomaly for Bulleit Pioneer Project
- Adidas, Jellyfish and GroupM for Originals
Consumer Services
- Michigan Slip and Fall Lawyers and Adams Outdoor Advertising for MI Slip: Sneakers, Pumps, Falling Man
Direct to Consumer
- Harry’s, Kevin Lyons, and Colossal Studios for Harry’s x Kevin Lyons
Film & Media
- Netflix, Legion Creative, Aspect, Midnight Oil, Firefly, Rapport, and MediaHub for LEO NYC Takeover
- Netflix for They Cloned Tyrone – Tear Away Barricades
Healthcare [NEW]
- Washington Health System and Lamar Advertising Company for Ortho
Public Service & Nonprofits
- Black Artists + Designers Guild, Colossal Media, and Lamar Advertising for Futures Facing
Retail
- Samsonite and OUTFRONT STUDIOS for Travel Back to Now
Transportation, Travel & Tourism
- Gerald R. Ford International Airport and Extra Credit Projects for GFIA Shorten the Trip OOH
Billboards
- RIMOWA and Anomaly for A Lifetime of Memories
- Netflix, Gravillis, and Midnight Oil for Luther: The Fallen Sun Light Tape Billboard
- Universal Pictures, Bond, and Midnight Oil for Oppenheimer Countdown Clock Billboard
Street Furniture
- Nissan ARIYA and TBWA\Chiat\Day for Driving Nissan ARIYA Awareness with Real-Time Creative Personalization
Transit
- Match Group – The League, Humanaut, and NPRP Media for Be a GoalDigger
Combined Multi-OOH Formats
- Sony PlayStation, EG+, and GroupM OOH for Marvel’s Spider-Man 2 – PlayStation
Murals [NEW]
- Bulleit Frontier Whiskey and Anomaly for Bulleit Pioneer Project
- Columbia Records and Sony Music for Depeche Mode
- Perrier Jouet, Inwindow Outdoor, and Publicis for Fill Your World With Wonder
CRAFT Winners:
Copywriting
- YETI for For Every Single Use
Illustration
- Harry’s, Kevin Lyons, and Colossal Studios for Harry’s x Kevin Lyons
Photography
- Unilever – Dove Men+Care, GroupM OOH, and Mindshare for DM+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 Design for Don’t Be Scared. Be PreEP-ared.
SILVER: Sarah Schafer, Kendall College of Art and Design for Stay Safe Out There
BRONZE: Central Michigan University Graphic Design Class of 2023 for Out of Place – The Place to Be
OBIE Award winners were hand-picked by a distinguished panel of jurors, led by Jaime 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 in the 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 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. To learn more, visit oaaa.org.
Media Contact
Christine Galetto
DiGennaro Communications
christine@digennaro-usa.com
SOURCE OAAA