OAAA Reveals Winners of 83rd Annual OBIE Awards
WASHINGTON, DC — The Out of Home Advertising Association of America (OAAA), the national trade association representing the entire out of home (OOH) advertising industry, revealed the winners of the 83rd Annual OBIE Awards during the 2025 OOH Media Conference in Boston, Mass. The OBIE Awards have stood as the ultimate benchmark for creative excellence for over eight decades, spotlighting the most innovative and impactful work across the OOH landscape and signaling the industry’s future direction.
The evening brought together leading marketers, agency creatives, media owners, and rising talent to honor standout campaigns across five tiers: Platinum, Gold, Silver, Bronze, Craft, along with the Student OBIE Awards and this year’s OBIE Hall of Fame inductee.
“This year’s OBIE winners remind us that out of home is not just adapting to the future of advertising, it’s helping define it,” said Anna Bager, President and CEO of OAAA. “These campaigns don’t just capture attention; they capture imagination. As OOH evolves into a dynamic, data-driven, and experience-rich medium, it’s becoming one of the most powerful tools for brands to shape culture, spark action, and connect with audiences meaningfully.”
The Platinum OBIE Award, the competition’s highest honor, went to The Coca-Cola Company and Ogilvy for Recycle Me. This campaign demonstrated how out of home advertising can combine creative clarity with purpose-driven messaging. The billboards spotlighted Coca-Cola’s recyclable packaging through bold visuals and minimal copy and called on consumers to take action. The result was a striking, sustainability-focused campaign that connected with audiences worldwide and showcased the power of OOH to drive both awareness and change.
This year’s OBIE Hall of Fame inductee is American Express, recognized for its enduring investment in OOH and its reputation for visually striking, insight-driven campaigns. From large-scale takeovers in iconic cities to data-fueled creativity built around cardmember experiences, American Express has consistently demonstrated how to use OOH as a media channel and a brand-building engine. A consistent top spender in OOH year over year and a mainstay on OAAA’s MegaBrands list, the brand has blended strategic storytelling with precision targeting, cementing its influence in the evolution of OOH as a premium and performance-driven platform.
Gold OBIE Awards were presented in the following categories:
- Billboards: The Coca-Cola Company and Ogilvy for Recycle Me
- Buzzworthy & Transit: e.l.f. Beauty and Oberland for Change the Board Game – So Many Dicks
- Custom Installation: ABC Entertainment, Rhubarb, RBM, and FLIX FX for Abbott Elementary S4 3D Diorama Buildout
- Holographic & Projection: Nike and Wieden+Kennedy for Dodgers World Series Reactive ‘24
- Integrated Multi-Media: Progressive Insurance and Arnold Worldwide for Unbecoming Your Parents in Paris
- International: JCDecaux, DAVID Madrid, and Ogilvy for Meet Marina Prieto
- Public Service & Nonprofits: Anzen Health, Mediaplus North America, and Talon for 855-How-To-Quit-Opioids
Silver OBIE Awards recognized outstanding work in categories such as experiential, local, international, and combined formats:
- Buzzworthy: Atlantic Records, Charli XCX, and Colossal Media for The Brat Wall
- Experiential (Physical Presence): Diageo, Studio Nari, and MX for Johnnie Walker x Squid Game LTO Launch
- Holographic & Projection: CBS Media Ventures, National Experiential, and Horizon Media for The Ferris Wheel of Fortune
- International: Adidas, Accenture Song, and Ocean Outdoor for Adidas Billboard Run
- Local: Greene Wilson Trial Lawyers and Out of Home Creative for Worn Once
- Consumer Products & Goods: Pernod Ricard and Inwindow Outdoor for Perrier-Jouët Be More Flower
- Film & Media: Chicago International Film Festival and Ogilvy for 60 Years of Film
- Film & Media and Combined Multi-OOH Formats: The Walt Disney Company and Midnight Oil for Hulu on Disney+ Launch Campaign
Bronze OBIE Awards honored a wide range of innovative campaigns across formats:
- Contextual: Kraft Heinz, Johannes Leonardo, and Overall Murals for Ore-Ida Deliciously Predictable Rain-Activated Mural
- Experiential (Physical Presence): Suntory Global Spirits, Wonderworks Communications, and City Eventions for Maker’s Mark Winter Wheat Wonderland NYC Pop Up
- Integrated Multi-Media: Netflix, Mocean, and Scenester Projects for The Perfect Couple – Custom Sand Mural
- International: Oatly, Jellyfish, and Billups for Support Your Local Oat Dealer Campaign
- Fashion & Luxury Goods: Prada, Genevoism, and Colossal Media for Prada
- Transit: Sony Electronics and SHADOW for Sony x Olivia Rodrigo NYC Subway Takeover
- Transit: Pixar Animation Studios for Inside Out 2
- Combined Multi-OOH Formats: Nike, Wieden+Kennedy, and Billups for Winning Isn’t For Everyone – Paris Olympics ’24
- Murals: Netflix, ARSONAL, Midnight Oil, and Overall Murals for Unfrosted Custom Mural
- Murals: Uber and Overall Murals for Uber Eats – Football Is For Food Lenticular Mural
Craft Awards celebrated creative excellence in execution:
- Copywriting: Progressive Insurance and Arnold Worldwide for Unbecoming Your Parents in Paris
- Illustration: ICU Art and Bully Pulpit International for Harris for President Mural Illustrations
- Photography: Apple and TBWA\ Media Arts Lab for Shot on iPhone: Hopefuls
Student OBIE Awards, now in their second year, spotlighted emerging talent from the next generation of creative leaders:
- Gold: Emilee Holzwarth, Kendall College of Art and Design for Schwinn Brand Refresh
- Silver: Victoria Clark, Kendall College of Art and Design for Preserve The Reserve
- Bronze: Laura Funes, Kendall College of Art and Design for FC Porto Ad Campaign
Winners were selected by a panel of top creative and media executives, chaired by Joe Sciarrotta, Worldwide Deputy Chief Creative Officer at Ogilvy. Jurors represented leading organizations including Connelly Partners, Digitas, JPMorgan Chase, L’Oréal, MullenLowe, Ocean Outdoor, Outdoor Media Group, Pentagram, and SharkNinja.
“This year’s OBIE winners reflect how out of home is evolving into both a creative canvas and a technological force,” said Joe Sciarrotta, Worldwide Deputy Chief Creative Officer at Ogilvy. “These campaigns are emotionally rich and culturally sharp, leveraging the latest tools from real-time data to immersive formats to transform how brands connect in the physical world. It’s proof that OOH isn’t just keeping up with the digital age, it’s helping define what comes next.”
To view the complete list of winners and the work, visit OAAA.org.
About Out of Home Advertising Association of America (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. For more information, visit https://oaaa.org.
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SOURCE: Out of Home Advertising Association of America (OAAA)
