2020 has been a year like no other—and creativity across the spectrum of OOH and digital OOH advertising rose to the challenge, with imaginative, breakthrough work that captivated consumers during one of the most challenging periods we’ve experienced in our lifetime.
Our beloved industry became the true heartbeat of communities, the pulse of our streets and the lifeblood of our neighborhoods. “Out” became the new “In.” OOH taught us how to stay safe, informed us of when businesses reopened, and broadcasted brave stories of hope throughout heartache. More than ever, OOH’s crucial role in connecting messages with consumers was brought to the forefront, while at the same time, brands unleashed a renewed sense of creativity and innovation throughout the channel, allowing OOH to demonstrate its value, power and potential like never before.
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Eligibility for the 2021 OBIE Awards competition requires that paid advertising was displayed on an out of home advertising location during the 2020 calendar year (January 1 through December 31). Identical advertisements entered in any previous OBIE Awards competition are ineligible.
For an advertisement to qualify for an OBIE Award, the advertiser (or its agency) will have made payment for unit space directly to an out of home media company owning or operating the advertising assets, the only exception being public service advertisements. Illegal installations or entries that do not comply with standard entry guidelines may be declared ineligible.
2021 OBIE Awards submissions are $250 per entry. No refunds will be issued.
Payment must be made by credit card to complete the entry submission online. Organizations paying for online entries by check must contact OAAA (email@example.com) to make payment arrangements. Checks should be made payable to "OAAA 2021 OBIE Awards." Checks or money orders from all countries outside the United States must be drawn on a U.S. bank, payable in U.S. dollars, and mailed to:
OAAA 2020 OBIE Awards
1850 M Street NW, Suite 1040
Washington, DC 20036
All entry forms, digital files, and payments must be received by Thursday, December 31, 2020.
Each image must be in JPEG or PNG format and under 10 MB. To preserve image quality for the judging, OAAA asks that each image file depict only one execution or phase of an execution. An entry submission may include multiple images to demonstrate stages of execution or multiple creative executions within the same campaign.
Entries are submitted by advertising categories, brand categories, and OBIE Craft Awards. Out of home advertising campaigns and executions submitted under brand categories are evaluated and rewarded based on specific industries. Individual executions should be submitted in the advertising categories. Each campaign is eligible to be submitted in multiple categories. OAAA reserves the right to determine the appropriate category for an entry and move that entry accordingly.
Creative from past winners are shown below for reference in each category.
A. OBIE Advertising Categories
A01. Contextual OOH
Campaigns using geographic context or targeted placement as part of the creative elements of an OOH execution
A02. Custom Installation
Campaigns using embellishments and extensions, or specially fabricated props as part of an installation.
A03. Engagement (online)
Offline leads to online. Big screens lead to small screens. Campaigns using dynamic content, incorporating mobile connectivity, or using proximity technology such as geo-fencing or beacons to engage consumers online.
A04. Experiential (physical presence)
Campaigns creating real-world physical, immersive consumer experiences that encourage real-life consumer participation or interaction. This includes pop-ups, special promotional events, brand experiences, and street team intercepts. Experiential campaigns will be placed in this category and only this category.
A05. Integrated Multi-Media
Campaigns using a multi-media mix led by OOH with examples of other media channels included as part of submissions (i.e. social media, online, mobile, TV, radio, and print). Integrated multi-media campaigns will be placed in this category and only this category. However, the OOH elements of submissions may be entered into other categories.
Any campaigns executed outside of the US will be placed in this category and only in this category.
B. OBIE Brand Categories
Automotive, automotive accessories & equipment, auto dealers & services, gasoline products, or rental car agencies.
B02. Consumer Goods & Services
Apparel and accessories, appliances, convenience and drug stores, dry cleaners, fitness centers, furniture, health and beauty, household products, office supplies, pet supplies, toys or games, builders, business-to-business services, churches, computers and software, educational institutions, electronics, financial, freight services, government organizations, health care, insurance, internet service providers, manufacturing equipment, real estate, or telecommunications.
Casinos, concerts and venues, lotteries, museums, night clubs and bars, sporting events and teams, theatres and live productions, theme parks, or zoos
B04. Food & Beverage
Beverages, ingredients, prepared and packaged foods, produce, or restaurants and food services
Magazines, motion pictures, mobile applications, newspapers, Internet services, out of home, radio, television, websites, or yellow pages
Department stores, discount and variety stores, shopping centers and malls, sporting goods, supermarkets, warehouse stores
B07. Nonprofits & Public Service
Any campaign created expressly for use by a charitable cause or non-profit organization.
B08. Transportation, Travel, & Tourism
Airlines, bus lines, cruise ships, hotels, motels, national parks, public transportation, resorts, trains, or travel & tourism services.
C. OBIE Craft Awards
Campaigns that bring a brand’s story to life using intriguing, simple, or humorous copy.
C02. Digital Design
Campaigns demonstrating exceptional use of digital integration through skill and production including filmmaking and animation.
Campaigns demonstrating the most creative and inspiring illustration in OOH.
Campaigns displaying photography that highlights impressive perception, composition, and scale.