134 OOH Campaigns Vying for a 2019 OBIE Award February 25, 2019

OAAA

OAAA has revealed 134 finalists for the 2019 OBIE Awards. Now in its 77th year, the OBIE Awards program is the oldest and one of the most prestigious shows in advertising, awarding creative excellence in the out of home (OOH) advertising medium.

Bronze, Silver, and Gold OBIE Awards, as well as four Craft Awards, will be presented to those selected amongst this year’s 134 finalists. One Gold OBIE Award winner will receive the Platinum OBIE Award, the highest honor of the year. Campaigns were chosen from 18 different categories, including advertiser product, digital design, engagement, and customization.

“OOH has always been known as one of the most exciting and challenging advertising mediums for design and creativity,” said OAAA’s Chief Marketing Officer Stephen Freitas. “For many creatives, winning an award for OOH design is a true career milestone, and we’re excited to honor those deserving of a coveted OBIE Award.”

Campaigns nominated this year showcased the value of simple OOH creative. Local and national advertisers took care in designing clean, effective OOH messaging and imagery to tell a brand’s story. In Washington, DC, National National Geographic Titanic Geographic used a wall the same size as the fated ship to promote its newest series Titanic: The Untold Story. In Emmaus, PA, the high school theater needed only three snaps to entice the town to attend its rendition of West Side Story.

Many finalists highlight the effectiveness of customized, contextualized messaging. Ketel One used digital OOH to target New Yorkers by Ketel One borough with timely messages about Happy Hour and weekends. The St. Louis Bread Company used a printed billboard right next to exit 4 on I-170 to encourage drivers Emmaus High School West Side Story to skip exit 4 and order delivery.

OBIE Chief Judge Andy Bird, chief creative officer at Publicis New York, said, “The standard of OOH work we judged was so high. These finalists deserve to be honored for creativity in OOH that rose to the top.”

The 2019 winners will be announced at the OBIE Awards Show on Tuesday, May 21. The event will be held as part of the OAAA\ Geopath OOH Media Conference + Expo at the Aria Resort in Las St. Louis Bread Company Vegas, NV. February 25, 2019 Page 2

Here is the full list of finalists:

AGENCY ADVERTISER TITLE OF WORK 1xrun // Brooklyn Outdoor Murals in the Market Murals in the Market 2019 Abbott Mead Vickers BBDO Dewar's Take a Trip to Dewar's Distillery ABV Agency Greg Mike LOUDMOUF SAYS Adams+Fairway Emmaus High School West Side Story Adams+Fairway Adams+Fairway Meanwhile... Adams+Fairway The Wurst Bar We're The Wurst Adams+Fairway+Goodtype Adams+Fairway+Goodtype Adams+Fairway+Goodtype Adams Outdoor Advertising Whack’em and Stack’em Chainsaw Adams Outdoor Advertising First Class Painting Colors of Charleston Adams Outdoor Advertising Kalamazoo Public Schools Free College Adams Outdoor Advertising Primary Doctors Medical Scare Adams Outdoor Advertising Comfort Generation Upgrade today. Adams Outdoor Advertising Prairieland Feeds Pet Supply Store Vote For Me Adams Outdoor Advertising West Michigan Honda Dealers West Michigan AMC The Walking Dead AMC’s The Walking Dead Invades New York Comic Con Anomaly Diageo Crown Royal NFL Partnership Apple iPhone Selfies on iPhone X Arsonal truTV Bobcat Goldthwait Misfits & Monsters Betches Media LLC Betches Media, LLC Betches Election Day Bus Billups Blue Apron Blue Apron Weekday Campaign Billups Lyft Drop the L Billups Jordan Jordan All Star 2018 Billups Jordan Jordan Maya Moore Billups Postmates We Get It Billups Sierra Nevada Sierra Nevada Phoenix Boelter + Lincoln Wisconsin Dells Visitor & Convention Fun Takes Over Bureau BPG Spectrum News 1 SoCal Network Launch Brooks Brothers In-House Brooks Brothers Brooks Brothers Supima® Campaign Brunner Atlanta Fire Rescue Foundation Pride Week Extinguishers Clear Channel Outdoor Public service A league of her own Clear Channel Outdoor K-BACH Bach ON! Clear Channel Outdoor Celebrity Smiles Hiding Your Teeth? Clear Channel Outdoor Pest Control The Centipede Clear Channel Outdoor Audi Soon CMD Dairy Farmers of Washington Keep it Real, Keep it Washington Coastal Outdoor Advertising PSA E-A-R-N-E-D Colle McVoy Visit Jackson Hole Stay Wild VRnoculars Colossal Media Peapod Peas of Art Copacino+Fujikado Intrinsic Intrinsic Wallscape Cossette McDonald's of Canada Follow the Arches Cramer-Krasselt Pacifico Live Life Anchors Up (Extension) Crowley Webb Eat Smart New York Small Changes Campaign February 25, 2019 Page 3

DASH TWO The Beatles Beatles D&N White Album Driven Studio Cabot Cheese Come Shred Vermont Duncan Channon California Tobacco Control Program Flavors Hook Kids Dunn Co. Tampa Bay Lightning Lightning Strike Dunn&Co. Crisis Center of Tampa Bay Stitches of Duty Extra Credit Projects PSA Aretha Franklin Tribute Extra Credit Projects PSA George H.W. Bush Tribute Extra Credit Projects PSA Stephan Hawking Tribute Extra Credit Projects OAAA Three Billboards Award Season Extra Credit Projects PSA Veterans Day Tribute Extra Credit Projects Will Rogers Motion Pictures Pioneers Will Rogers Cinemacon Lightboxes Foundation Fortnight Collective Health-Ade Kombucha Real Real. Fortnight Collective Upslope Brewing Company Welcome to Can Country Garrison Hughes American Spirits: The Rise and Fall of Intoxicating Prohibition Garrison Hughes American Spirits: The Rise and Fall of Shook and Stirred Prohibition. Groove Jones The Dallas Mavericks Slam Dunk with Augmented Reality GTB Agency, LLC Ford Mustang Ford Mustang Hand Paint Hart Ohio Farm Bureau Grow Membership Hub San Francisco Silver Peak Systems '80s Boom Box Humanaut Suja Juice Suja Living Media In the Company of Huskies Epic- The Irish Emigration Museum THE FIRST THING TO DO WHEN YOU AR- RIVE. FIND OUT WHY THEY LEFT. Kinetic Worldwide Miller Lite Miller Lite Summer 2018 Kinetic Worldwide The Grinch The Grinch Kre8 Media Outdoor Vegas Golden Knights Through the glass Lamar Advertising Company Flying Heart Brewing & Pub Craft Beer & Pizza Lamar Advertising Company PSA Farewell, First Lady (Barbara Bush) Lamar Advertising Company PSA Horns Down Lamar Advertising Company PSA Robert Indiana Tribute Lane|Terralever Phoenix Zoo Bug Shadows Liberty Science Center Jennifer Chalsty Planetarium Black Holes! LRXD Friday Health Plans "That Friday Feeling" Marvel Studios, Walt Disney Studios Mo- Marvel Studios Avengers: Infinity War tion Pictures Mekanism Method Products, PBC Method Products, PBC MMGY Global TravelSouthDakota.com Monumental Experience in Chicago's Millennium Park National Geographic Society National Geographic Titanic, The Untold Story Outdoor Nation, Anomaly NYC St. Louis Bread Company Skip Exit 4, order delivery OUTFRONT Studios PSA Stan Lee Tribute Digital OUTFRONT Studios OUTFRONT Media 100% of Boring Ads Don't Matter OUTFRONT Studios Florida's Space Coast 30 Foot Rocket February 25, 2019 Page 4

OUTFRONT Studios PSA California Love OUTFRONT Studios Dunkin' Donuts Dunkin' Donuts, 2018 OUTFRONT Studios Dunkin' Donuts Lovestruck OUTFRONT Studios Dunkin' Donuts XOXO OUTFRONT Studios Flying Biscuit Let Your Biscuits Fly OUTFRONT STUDIOS Meals on Wheels, Orlando Meals on Wheels, Orlando OUTFRONT Studios Jerome's Furniture No Töøls Required OUTFRONT Studios PSA Stephen Hawking OUTFRONT Studios MD Now Your Neighborhood Healthcare Clinic PER HØJ World Chess Championships Chess Live! Periscope Project Peace Paper Peace PHD/Outdoor Media Alliance Google Explore Postermedia Coca-Cola #SeamosSanta (Let's be Santa Claus) Posterscope USA Jaguar E-PACE #UNWRAPAJAGUAR PPK The Florida Aquarium Holiday Fish Flakes PPK Big Cat Rescue Smiling Tiger Prime Weber Shandwick The Out of Home Project The Out of Home Project Publicis OAAA Get Out of Home Rapport WW Spider-Man: Into the Spider-Verse Times Square Augmented Reality Experi- ence RETHINK Battered Women’s Support Services This is No Ordinary Door Ruder Finn Bayer Growing Walls Billboard Campaign Saatchi & Saatchi X, Burrell, Studio B Pantene Gold Series #BLACKGIRLSDO Skurnik Wines in-house Design Depart- The Pinot Project The Pinot Project: Summer in a Bottle ment SoulCycle SoulCycle All Souls Welcome Spotify Spotify David Bowie "Subway Takeover" Stash Stash Retire Retire Like a Baddie Sukle Advertising & Design Great Outdoors Colorado Generation Wild: What They See TEDxPortland & Enjoy The Weather TEDxPortland Year 9 Event - theme: Br / dges The Gathery High Maintenance Smoking Joint Steam Vents TWA Miller Lite Miller Lite Dragon Twentieth Century Fox Deadpool 2 Deadpool 2 Twitter | DIVE Networks Fantastic Beasts: The Crimes of Grindel- WB & Twitter are “Fantastic” in Times wald & Twitter Square VICELAND VICELAND VICELAND: The Pride Ride VICELAND VICELAND WEED WEEK: A Double Decker Now With More Weed VICELAND VICELAND WEED WEEK: Border Billboards VICELAND VICELAND WEED WEEK: Now With More Weed VICELAND VICELAND WEED WEEK: Smoking with Jeff Ses- sions Walt Disney Studios Creative Marketing Walt Disney Studios Motion Pictures Mary Poppins Returns Walt Disney Studios Creative Marketing, Walt Disney Animation Studios Ralph Breaks the Internet - Contextual Soapbox Films Airport Campaign Wieden & Kennedy New York Delta Airlines Delta #SweatLag February 25, 2019 Page 5

Wieden+Kennedy New York OkCupid OkCupid: DTF Wieden+Kennedy New York Tinder Single, Not Sorry Wieden+Kennedy Portland Travel Oregon Only Slightly Exaggerated Williams Lea Tag Ketel One Hyper-Local, Data-Driven DOOH WONGDOODY FLOWFUSHI +1 °C SWIRL Launch Work in Progress and Arsonal truTV Adam Ruins Everything Zulu Alpha Kilo Coalition for Gun Control Encased City Zulu Alpha Kilo Tim Hortons Ho Ho Ho Zulu Alpha Kilo CAMH Mental Health is Health Zulu Alpha Kilo Consonant Skincare Reskinning Queen Street West Zulu Alpha Kilo DesignThinkers Speak the Truth Zulu Alpha Kilo Coalition for Gun Control Trigger Change Zulu Alpha Kilo Coalition for Gun Control Trigger Change: Bullet Point When a Movie Makes a Billboard Famous February 25, 2019

Nicole Randall, OAAA

Last night at the 2019 Academy Awards, A Star is Born won an Oscar for Best Original Song. Lady Gaga accepted her first Oscar for her role in writing and performing the song “Shallow.”

In case you missed it, watch Gaga and Bradley Cooper perform the award-winning song at the awards ceremony last night.

In the film, Gaga’s character Ally realizes she’s become a sensation when her face appears on a billboard in Hollywood. If you’ve not yet seen the film, you can watch the scene here. Billboard scene from A Star is Born Days before the Golden Globe Awards in early January, a real life version of the OOH ad appeared near the same location as it was in the film—in front of the famous Chateau Marmont on the Sunset Strip. Graphic Designer Andrea Burrell, who came up with the now iconic design, said Warner Bros asked her to make it real “for awards season to create buzz.”

“They wanted it exactly how I had designed it,” she said. Read her full interview about the billboard in Vulture.

Create buzz, it did. The billboard quickly went viral. Fans flocked to the board for photos to share on Instagram and Twitter. Celebrities joined in the fun, as well. According to Billboard Magazine, Niall Horan, the former One Direction member, filmed the billboard with his phone while crooning a line from “Shallow.”

According to OUTFRONT Media, the Ally billboard earned more than 8,000 mentions and reached more than 38 million consumers via social media.

Seven weeks later, capitalizing on its new inventory in Los Angeles as well as the famous Ally billboard, Netflix is using OOH to promote its upcoming stand-up special Amy Schumer Growing. The media company almost completely recreated the billboard from A Star Is Born, with the same colors and fonts, replacing Ally’s face for Amy’s.

Netflix tweeted a picture of the billboard, saying: “There could be 100 billboards on Sunset Boulevard and 99 don’t promote @AmySchumer’s new stand-up special - but one does.” This is a jab at Lady Gag’s press tour “There Could be 100 People in A Room...” speech, which some say she told one too many times. Watch her speech here. Watch them all here. Watch Saturday Night Live spoof the speech here.

Adweek’s Agency Spy finds it “interesting that the company looks to elbow its way into old school Hollywood the traditional way, with straight-up bigger-than-life signs along the Boulevard of well-financed dreams.”

About the Amy billboard recreating the Lady Gaga billboard recreating the Ally billboard, Agency Spy said, “isn’t it kinda cool how simple billboards still get the work done?” Creative Circle: Changing A Client’s Creative February 25, 2019

OAAA

OAAA regularly features Thought Leadership Q&A from its committee members. This month, OAAA spotlights the Creative Committee, asking members:

“Sometimes a client will submit creative you know won’t produce the desired results. How do you convince a client to change creative direction?”

Don Blanton, The WOW Factor

Instead of letting a client know directly, which sometimes turns them off, we will show them what they asked for and then show them a version that works better. Eight times out of 10 they will go with our suggestion.

With other clients, we have to do a little trial and error. When producing for digital signs, the clients never get up from their computer monitors. So we tell them to get up and stand at the other end of the room. We ask them if they can still see their message. If they can’t, then they are open for suggestion. That usually works.

The hardest clients are the ones who want to tell a long story. In our many years of experience, we don’t know of anyone who will stand in front of a sign and read an entire several-screen story. We tell our clients that you have 3-5 seconds to get your brand or message across. Sometimes we don’t win that battle, but we are always trying!

Eddy Herty, OUTFRONT Studios

Depending on what the problem is with the creative, the answer varies, but we’ve developed a whole book about Good Things to Know About OOH Advertising.

If the client is asking for a lot of information rather than an engaging ad (they want their address, phone number, website, etc), I ask them if they have a phone. If they do, I ask them to do a Google search for their business with me. We do it at the same time, and nine times out of 10, the client’s name pops up first on the search list, along with their phone number, directions, website, etc… all a click away. It’s shocking how many people don’t realize that, and it’s how people everywhere operate everyday. We Google everything.

If people want to put their LinkedIn picture on their billboard (pretty much every lawyer that’s ever advertised on OOH), we say things like, “Wow, that’s a nice picture and all, but have you seen what your competitors are doing?” Their competitors are doing the same thing, so we ask, “Can you really expect someone to recognize a stranger? No, that’s ridiculous, how can you recognize someone you’ve never seen. Essentially, that’s what you’re doing. You’re in a crowded room, with a bunch of suites all screaming the same thing. Why don’t you say something different?” We get to a place where they can still use their picture, but we make it a campaign -- something that stands out and is recognizable. What’s special about you? Play off of that, embrace it, become it.

If the client has to make sure all their services are on the ad, remind the client why they are advertising. Remind the client people literally only have a five second attention span; that’s a proven fact. Have the courage to do what’s right, and let the client know you won’t waste their money because it won’t help them and it devalues what we do (OOH). But you have to mean it; people can tell when you’re not sincere.

Red Bull February 25, 2019 Page 2 Mark Rankin, Lamar Graphics

The best way our team has found to change a client’s mind is a side-by-side comparison. Many people can’t visualize a finalized concept in their mind. What may sound like a great idea in theory could break down quickly in a practical application. So do what they’re asking you to do at first, but don’t stop there. Have an alternative concept or design ready for the presentation. Preferably one that delivers the same adverting goal or message, but in a much more effective and attractive way.

Sean Robertson, Delta Media

OOH creativity strikes me as one of our industry’s ongoing challenges. It’s hard to be simple; not everyone can do it. I also understand the customer is always right, a contracted sale is foremost, and sometimes a sign is just a sign. Yes. Even if the art was developed by his 11-year-old niece. The client-submitted art may have an address and phone number and website URL. And a directional. And two logos (yes, two – I’ve seen it). And, of course, a headline. And a sub-head and body copy and years in business and consumer ratings. Oh, and a starburst in the corner with NOW OPEN.

Pick your battles - you can’t fix everything. Discuss with the account how hard to push or whether to push at all. Years ago I was in a meeting with a creative director trying deftly to offer only a slight suggestion (the copy was white on a light yellow background), and after many failed attempts he finally threw his hands up and actually said that he didn’t care about readability from a distance and only wanted it to look good in his portfolio. Can’t win ‘em all.

But if the account folks are serious about the business (and potential for a renewal) then fight. Fight hard. Offer options. Share similar issues from past challenges. Give a creative presentation with beer and wine. Work out half the buy with the niece’s design and the other half with better art. If digital, use multiple clicks for different designs. Think about what your mother would say if you didn’t try to fight. You’ll sleep better.

Red Bull