When it comes to out of home campaigns and imagination, the options would seem limitless, which is why new levels of creativity are reached each year.
And so it was last year, and two of the most notable executions came from BBDO New York, which this week was awarded two Best of Show prizes at the 66th annual OBIE Awards by the Outdoor Advertising Association of America.
One Best of Show award was for a campaign for BBC World, which used painted wire on building walls to create images of events in the news. The tagline: "Connect with the World.”
BBDO’s other big win was a Special Best of Show for Breakthrough Innovation, for an intricate projected ad for HBO.
The ad was placed on the side of an entire building in SoHo in New York and promoted the HBO Voyeur Project, the cable network’s online and on-demand peek into people’s lives.
Multiple projections all worked together to give the illusion of what was going on inside an apartment building.
“A brainstorming session revealed that they could use an outdoor wall to make it appear as though the viewer was looking into a building full of apartments, much like Hitchcock’s ‘Rear Window,’” says BBDO’s Mike Smith, senior creative director and copywriter for the HBO Voyeur project.
“You don’t have editorial tools you usually have, like edits, cuts and sounds. So it became what would be compelling to see from a distance of 60 feet.”
In all, there were 19 winners across 11 categories.
Follow this link to see the complete list of winners and slides of their entries.
http://www.oaaa.org/OBIEawards/win/awardsbyyear.asp?YEAR=2008
