2014 OBIE Awards Winner Book.Pdf
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About the OBIE Awards At a time when technology is developing at a breakneck speed, this year’s OBIE winners have taken innovation to the next level. Combining cutting-edge techniques with classic creative principles, they have successfully carried out of home (OOH) advertising into a new age. The OBIE Awards are the oldest and one of the most prestigious advertising honors, presented for excellence in OOH design. The award itself is modeled after the obelisks of ancient Egypt, tall stone structures that were used to publicize laws and treaties. These impressive monuments are considered by most historians to be the world’s first true form of advertising. The Outdoor Advertising Association of America, Inc., is the national trade association for the OOH advertising industry. It is dedicated to leading and uniting a responsible OOH advertising industry committed to serving the needs of advertisers, consumers, and communities. Table of Contents INTRODUCTION FROM THE CHIEF JUDGE............................................. .2 THE 2014 JUDGING TEAM ........................................................ .3 2014 BEST BILLBOARD CAMPAIGN.................................................. .5 2014 BEST STREET FURNITURE/TRANSIT/ALTERNATIVE CAMPAIGN ......................... .6 2014 BEST MULTI-FORMAT CAMPAIGN .............................................. .7 2014 HALL OF FAME ............................................................ .8 AWARDS AUTOMOTIVE, TRANSPORTATION & TOURISM........................................ .11 BUSINESS & TECHNOLOGY ...................................................... .18 CONSUMER GOODS, SERVICES & RETAIL............................................ .32 ENTERTAINMENT .............................................................. .40 FOOD & BEVERAGE............................................................ .54 INDIVIDUAL EXECUTION: BILLBOARD ............................................... .68 INDIVIDUAL EXECUTION: STREET FURNITURE/TRANSIT/ALTERNATIVE....................... .79 INTERNATIONAL .............................................................. .84 MEDIA ...................................................................... .95 PUBLIC SERVICE ............................................................... .97 VIDEO & INTERACTIVE CONTENT................................................. .106 2014 OBIE BOOK SPONSORS ................................................... .113 INDEX TO AGENCIES ............................................... .INSIDE BACK COVER Introduction from the Chief Judge MIKE CAGUIN When I was in high school, my art teacher gave us an assignment to pick a painter who inspired us and then create an original CHIEF CREATIVE OFFICER, work in the style of that artist. I chose an American painter, the late Robert Motherwell. Motherwell was known for his bold, COLLE+MCVOY billboard-sized paintings that drew you in from across the other side of a gallery. The idea of a larger-than-human-life visual envelop- ing its viewer really resonated with me. As chief creative officer of Colle+McVoy, Mike Caguin has helped transform Colle+McVoy from a quiet, con- Since this was high school and I was in my rebellious years, I seized the opportunity to paint giant sperm cells on an 8-foot-by-4- servative ad shop in the burbs into a vibrant, creatively foot canvas just for the reaction. I’ll never forget the look on my teacher’s face when he saw it — it was this perfect convergence driven and nationally recognized agency in downtown of respect for my pushing the boundaries colliding with the notion that he would be fired if the principal found out. I got a B. Minneapolis. Caguin is responsible for overseeing the At their best, out of home experiences inspire, provoke, engage and demand your immediate attention. Like Robert Motherwell agency’s creative output, which includes attracting the paintings, the opportunity to envelop people through sheer size and simplicity is intoxicating to us “artists of communication.” Not best talent, building a culture of creativity, building upon to mention, when done well, a great out of home experience can leave a lasting impression that rivals the effect of fine art. the agency’s digital expertise and creating work that makes a difference for clients. Under his leadership, This year, the OBIE Awards were like every other year — humbling. Whether for local, national or international brands, the work was artful and interesting. C+M has been recognized both nationally and interna- Some of the winning work was beautifully static, while other executions were technologically complex and highly participatory. The exciting news is that our palette as artists keeps expanding. But at the end of the day, what unites great work is its ability to move people in a way that ultimately elevates a brand in a tionally in some of the industry’s most revered award big, big way. shows including Communication Arts, The One Show, the Webby Awards, Cannes Lions, the O’Toole Awards, Congratulations to Gap for receiving the OBIE Hall of Fame Award, and to all of the winners and finalists this year. You clearly made a lasting impression on the judges. Graphis, OBIEs, AIGA and the Effies. Prior to becoming C+M’s creative leader, Caguin worked at shops large and small and from coast to coast, includ- ing Butler, Shine, Stern & Partners and TBWA\Chiat\ Day. His client experience includes Aveda, BMW MINI, Cannondale, Caribou Coffee, Detroit Pistons, ESPN, General Mills, GT Bicycles, Indian Motorcycle, Infiniti, Mike Caguin Land O’Lakes, Nestlé Purina, Nissan, Red Wing Shoes, Schwinn and Sun Microsystems. Besides advertising, running, cycling and triathlons are passions for Caguin. He’s completed 11 marathons, an Ironman and commutes year-round by bike. THE 2014 OBIE AWARDS 2 The 2014 OBIE Awards Judging Panel IAN BARRY DAVID KRUPP PAUL SENIOR VICE PRESIDENT, CEO, KINETIC U.S. LIVORNESE EXECUTIVE CREATIVE DIRECTOR, As CEO, Kinetic US, David Krupp oversees VICE PRESIDENT, CREATIVE CRAMER-KRASSELT the development and implementation of DIRECTOR, CLEAR CHANNEL Ian Barry started his advertising career effective communications with consumers OUTDOOR-NORTH AMERICA at the age of eight when he sent an ad on the move. He is focused on creating Paul Livornese joined Clear Channel Outdoor-North concept to Pepsi-Cola. His idea was politely evidence-based solutions which drive com- America in May 2013 as vice president and rejected, but the Marketing Manager sent petitive advantage on behalf of Kinetic’s creative director. He is charged with leading an him a pen and pencil set along with a note stating that, “Someday a clients. David launched the Chicago office organizational creative movement to bolster the OOH leader’s influential positioning creative boy like you will be in the advertising business.” of Kinetic in 2006 to work with Group M agencies and quickly expanded among all media. Livornese’s role at Clear Channel Outdoor is part of a team that the office remit to include direct appointments with MillerCoors, Western That prophecy came true, as Barry worked at agencies in New York, is on a full-throttle pace to develop even stronger ties throughout the media-buying Union, JanSport and Keds. He is proud to support charitable and pro bono Denver, Atlanta, and Richmond before coming to C-K Phoenix in 2000. community and among advertisers and potential advertisers. causes including the American Red Cross and End Demand. Along the way, he managed to create some great campaigns for Internally at Clear Channel, Livornese is using his own business acumen to guide and McDonald’s, Burger King, Peter Piper Pizza, RCA, UPS, Dial, Compaq, Prior to Kinetic, Krupp worked at Starcom MediaVest Group in strategic inspire creative talents throughout Clear Channel Outdoor’s 36 markets and 48 of the Florida Citrus, Labatt’s, Aetna, Charter Hospital, University of Phoenix, planning overseeing media development and tactical implementation for Top 50 DMAs to “tell an even bigger story” through the immersive and unskippable Wolfgang Puck, Blue Man Group, Toyota, Crystal Springs, Culligan, and such iconic brands as Starbucks Coffee Company, Handspring Visor, Allstate power of OOH media. In short he is channeling his artistic vision to reimagine the MGM Grand Las Vegas. Insurance Company, and Natuzzi USA. His work has been awarded with creative possibilities that lie in OOH. National and Gold Media Plan of the Year honors by OAAA, as well as He has been lucky enough to win both national and international awards MediaPost Digital OOH awards. Livornese came to Clear Channel Outdoor most recently from Reader’s Digest at C-K and prior agencies, including a One Show Gold Pencil, Gold and Association (RDA) where he worked as the vice president and creative director for the Silver OBIEs, and Communication Arts. Krupp is a graduate of the University of Wisconsin – Madison. He lives in Lifestyle Communities Group, including Every Day with Rachael Ray, Taste of Home, River Forest, IL, with his wife and son. Ian is a dedicated father to his 16-year-old daughter Anna. Healthy Cooking, and more. Prior to RDA, Livornese worked for PEOPLE Magazine as a group creative director where he oversaw brand identity, consumer and trade advertising and client creative among many other things. Prior to that, Livornese was the creative director at GQ, and before moving into media, he worked on the agency side of the business at Wells, Rich, Greene Advertising. A graduate from Parsons School of Design with a B.F.A, Livornese also channels his creativity