OAAA Names 2026 OBIE Awards Shortlist, Ceremony Moves to MoMA
2026-09-03 · via DailyDOOH
The Out of Home Advertising Association of America has released the shortlist for its 2026 OBIE Awards, the trade group's long-running creative awards program for out of home advertising. According to the announcement, this year's ceremony will be held October 15, 2026 during Out of Home New York (#OOHNYC), and for the first time will run as a standalone event at The Museum of Modern Art in New York.
For operators and buyers in the DOOH space, the shortlist is a useful snapshot of where creative and technology budgets are going. Several entries lean directly on digital and programmatic capability rather than static boards. OpenAI's "ChatGPT Billboard Campaign" with Clear Channel Outdoor is shortlisted in the Technology OOH category, alongside Spotify's "Fitness with Spotify" work with Publicis Media and Canva's "The Thing that Makes Anything A Thing" with Quality Meats Creative and The Resize Guys. United Airlines and 72andSunny's "Verified Closer Than You Think," produced with Firefly Media, is shortlisted in both Contextual Brilliance and Programmatic & Real-Time OOH, pointing to continued jury interest in data-triggered and real-time creative.
An Immersive Technology category also features hologram and real-time projection work, including Lionsgate's "Hologram Moonwalk Lessons" tied to the Michael biopic, produced with Proto Hologram, and Comcast Xfinity's "Jurassic Park Real-Time Dinosaur Interactions" with Omnicom and Visual Feeder. TV4 and Ocean Labs' "We Come in Peace AR Window" is up in International OOH.
According to the OAAA, entries were judged by a panel including representatives from Microsoft, Wieden+Kennedy, 72andSunny, Giant Spoon, Goodby Silverstein & Partners, VML and The Kitchen North America, chaired by PJ Pereira of Pereira O'Dell. The OAAA's chief marketing officer, Olivia Oshry, said the shortlist reflects the medium's expanding scope, from brand storytelling to experiential builds and public service work.
The shortlist itself runs to more than 50 campaigns across categories spanning QSR, retail, healthcare, legal services, entertainment and international placements, with media partners including Clear Channel Outdoor, OUTFRONT Media, Lamar, JCDecaux North America and billups, among others. The announcement does not break out how many entries were purely static or vinyl work versus digital network placements, so readers cannot tell from this list alone how much of the creative on show actually ran on programmatic or connected screens versus traditional boards.
Winners across the Hall of Fame, Student OBIE, Craft, Bronze, Silver, Gold and Platinum tiers will be announced live at the October 15 ceremony, hosted by Susan Credle and David Shing.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
The Out of Home Advertising Association of America (OAAA) are this year holding their 2026 OBIE Awards, the industry’s most prestigious creative honor in out of home advertising during Out of Home New York , on October 15, 2026, at The Museum of Modern Art (MoMA) and they have now just announced their shortlist which represents the brands, agencies and creatives setting the standard for the medium and demonstrating OOH’s unique power to capture attention, shape culture and create meaningful connections in the real world.
“For eight decades, the OBIE Awards have celebrated the ideas that show what is possible when creativity meets the real world,” said Olivia Oshry , Chief Marketing Officer, OAAA. “This year’s shortlist reflects just how expansive that canvas has become, from powerful brand storytelling and experiential activations to exceptional craft, innovation and public service.”
This year’s shortlist was selected by a jury of leading creative voices from across the industry . The group included representatives from Microsoft, Wieden+Kennedy, 72andSunny, Giant Spoon, Goodby Silverstein & Partners, VML and The Kitchen North America, with PJ Pereira , Founder & Creative Chairman of Pereira O’Dell, serving as Chief Judge. Entries were evaluated based on the strength and clarity of the idea, excellence in execution and creative impact within the medium, with an increased emphasis this year on work that transcends format and creates meaningful cultural impact.
The announcement comes at a pivotal moment for the OBIE Awards. This October, the OOH industry’s longest-running awards program will return to New York City as a standalone event during #OOHNYC at The Museum of Modern Art (MoMA). The move marks a new chapter for the OBIEs, bringing the awards closer to the heart of the advertising and creative community and creating a dedicated stage for the work pushing the medium forward.
The evening will be hosted by industry visionaries Susan Credle and David Shing , bringing two of advertising’s most distinctive and influential voices to the OBIE stage. Susan Credle, former Chair and Global Chief Creative Officer of FCB and recipient of the prestigious Lion of St. Mark at the 2026 Cannes Lions International Festival of Creativity, has spent more than four decades shaping some of modern advertising’s most iconic and effective work. Her career has been defined by an enduring belief in the power of great ideas to create both cultural and commercial impact. David Shing has built his career at the intersection of creativity, technology and culture, challenging brands and the industry to think differently about how to earn attention, connect with people, and become part of culture.
“Great creativity has always been about earning attention with an idea people can’t ignore, and few canvases demand that more than out of home,” said Susan Credle and David Shing, 2026 OBIE Awards Co-Hosts. “The OBIEs celebrate the people and ideas that understand the power of the real world to surprise, provoke, delight and become part of culture. We’re thrilled to come together in New York to celebrate the work and creative talent continuing to push what’s possible in OOH.”
Anaconda on the Sunset Strip Sony Pictures Motion Pictures Group, IMPACT powered by OMG, and Branded Cities Category: Entertainment & Media OOH
Any Given Sunday The Wendy’s Company, VMLY&R, and ODN Category: QSR OOH
Apex Netflix and Heritage Outdoor Media Categories: Big Idea in OOH, Social Buzz, and Entertainment & Media OOH
Buy Diane’s Car Bring a Trailer and PMG Category: Contextual Brilliance
ChatGPT Billboard Campaign OpenAI and Clear Channel Outdoor Category: Technology OOH
Daniel Stowe Conservancy Rebrand Campaign Daniel Stowe Conservancy and BooneOakley Category: Travel & Hospitality OOH
Dior Flagship Grand Opening LVMH’s Christian Dior Couture and JCDecaux North America, and Atlas Media Group Category: Fashion & Luxury OOH
Don’t Settle for Partial Recovery Methodist Rehabilitation and Extra Credit Projects Category: Local Impact OOH
Everything’s Better with a British Accent British Airways, Uncommon Creative Studio, and OUTFRONT Studios Categories: Experiential & Immersive OOH and Visual Design & Art Direction
Fitness with Spotify Spotify and Publicis Media Category: Technology OOH
From Leaderboard to Finish Line Peloton and PMG Category: Entertainment & Media OOH
From Tokyo to Williamsburg Mural Uniqlo, Hiroshi Masuda, and Overall Murals Category: Retail Media & Commerce OOH
Game Faces Munley Law and Up To Something Category: Legal Services OOH
Gamma Light Show Gamma and National Experiential Category: Immersive Technology
Give Us the Finger ŌURA, nice&frank, and Firefly Media Category: Healthcare OOH
Grillo Pickles Summer Takeover Grillo’s Pickles and billups Category: Consumer Packaged Goods OOH
Hiring Colbert Campaign National Marine Mammal Foundation and Adams Outdoor Advertising Category: OOH for Good
Hologram Moonwalk Lessons to Promote “Michael” Biopic Lionsgate, Pretty Big Monster, Proto Hologram Category: Immersive Technology
Hoppers The Walt Disney Studios and BIEN Category: Motion & Animation
IAMS Healthy Weight Cat – Collapsing Billboard IAMS and Grand Visual Category: Contextual Brilliance
IKEA Unpackaged Goods IKEA, Rethink, and billups Category: International OOH
Jurassic 7-Eleven Activation 7-Eleven, Imagine, and Midnight Oil Category: Entertainment & Media OOH
Jurassic Park Real-Time Dinosaur Interactions Comcast Xfinity, Omnicom, and Visual Feeder Category: Immersive Technology
Made the Hard Way Red Wing Shoes, Wieden+Kennedy New York, and NPARALLEL + Atomic Props Category: Production & Build Craft
Need Braces? Lakeside Dental Care and Lamar Advertising Company Category: Local Impact OOH
New to Missoula Whitefish Credit Union and Up To Something Categories: Big Idea in OOH, Creative Effectiveness, and Local Impact OOH
Nike 2025 North America Marathons Nike, Wieden+Kennedy Portland, and billups Categories: Contextual Brilliance and Copywriting
Oreo Walks Mondelēz and VML Categories: Contextual Brilliance, Retail Media & Commerce OOH, and Consumer Packaged Goods OOH
Paris in LA Sézane and Inwindow Categories: Fashion & Luxury OOH and Production & Build Craft
Pepsi Wild Cherry and Cream PepsiCo and Midnight Oil Category: Consumer Packaged Goods OOH
Pitstop Billie, Quan Media Group, and Pearl Media Category: Consumer Packaged Goods OOH
Prada Rooftop MIA Takeover Prada, Genevoism, and FlyBy Ads Category: Fashion & Luxury OOH
Reale Actives Interactive Puzzle Piece Billboard Reale Actives, CNC Agency, Quan Media Group, and Pearl Media Category: Social Buzz
Scrubs “Pillboard” ABC Entertainment, MACH27, and OUTFRONT Media Category: Production & Build Craft
Severance Cold Harbor Mural Apple TV and Colossal Media Category: Visual Design & Art Direction
Smooth Deliveries IAMS, Ones Mars – a Publicis Groupe Agency, and Lamar Advertising Company Category: Consumer Packaged Goods OOH
Steph Curry Shoots the Moon Random House Publishing Group and Known Category: Big Idea in OOH, Social Buzz, and Creative Effectiveness
Swiffer Keep NYC Out of NYC Apts Procter & Gamble, Saatchi & Saatchi and PG ONE Categories: Creative Effectiveness and Copywriting
The Boys Drone Show Finale Amazon Prime Video, Amazon Creative Team, and Outdoor Solutions Category: Motion & Animation
The Denver Climate Project – Do more. Do less. Do something. City of Denver Office of Climate, Sustainability & Resiliency, and Sukle Advertising & Design Category: OOH for Good
The Last Coke in the Desert The Coca-Cola Company and VML Category: International OOH
The Mandalorian & Grogu Times Square The Walt Disney Studios, The M Factor, and OMG23 Category: Social Buzz
The Super Mario Galaxy Movie Installation Universal Pictures, Illumination, and City Eventions Category: Visual Design & Art Direction
The Thing that Makes Anything A Thing Canva, Quality Meats Creative, and The Resize Guys Category: Technology OOH
They’ll Never See Us Coming Broussard Knoll Law Firm and Out of Home Creative Category: Legal Services OOH
Uber Teen Accounts Uber, Special Group, and do it outdoors Category: Contextual Brilliance
Verified Closer Than You Think United Airlines, 72andSunny, and Firefly Media Categories: Contextual Brilliance and Programmatic & Real-Time OOH
Vintage Taxi BLITZ NYC – “Nicolas Cage is Spider-Noir” Amazon Prime Video, Amazon Creative Team, and Good Traffic Categories: Experiential & Immersive OOH, Entertainment & Media OOH, and Production & Build Craft
We Come in Peace AR Window TV4 and Ocean Labs Category: International OOH
Welcome to Fabulous Las Vegas Convention & Visitors Authority and R&R partners Category: Travel & Hospitality OOH
Wendy’s Tendy’s The Wendy’s Company and VML Categories: Social Buzz and QSR OOH
When Your Diet Hits the Wall Friday’s, CSquared Social, and OUTFRONT Studios Category: Pharma OOH
Wittaburger Whataburger and Up To Something Category: QSR OOH
You Must Love Coke The Coca-Cola Company, VML, and Grey Category: International OOH
YSL Beauty LIBRE Berry Crush Mural L’Oréal USA, NPARALLEL + Atomic Props, and Colossal Media Category: Fashion & Luxury OOH
Zootopia 2: Welcome to the Wild The Walt Disney Company, OMG23, and Clear Channel Outdoor Category: Entertainment & Media OOH
The 84th Annual OBIE Awards will take place Thursday, October 15, 2026, at The Museum of Modern Art (MoMA) in New York City. The celebration will bring together brands, agencies, creatives, media companies and industry leaders for an evening dedicated entirely to the ideas and people advancing creativity in OOH. OBIE Hall of Fame, Student OBIE, Craft, Bronze, Silver, Gold, and Platinum OBIE award winners will be revealed live during the October 15 ceremony.
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