1 Jeep
BBDO, New York and Detroit
This slightly creepy effort is part of the "New Species from Jeep" campaign, in which surfboard-laden Jeeps are meant to resemble insects. This Chicago billboard might put folks in mind of termites.
2 PG&E
Venables, Bell & Partners, San Francisco
In an effort to make San Francisco the greenest city, PG&E placed couches made of sod around the city. Mayor Gavin Newsom was even spotted sitting in one.
3 Pedigree
TBWA/Chiat/Day, Playa del Ray, Calif.
We only have one thing to say about this Best-of-Show winner from the 2006 Obie Awards: Awwwwwwwwwwwww.
4 Max Factor
Leo Burnett, Chicago
On good days, the woman's mascara stays in place. When it rains, the non-Max Factor mascara runs.
5 Air New Zealand
BBDO West, San Francisco
Looking to promote New Zealand without using hobbits, Air New Zealand and BBDO West dreamed up a bus wrap that puts commuters in a white-water raft.
6 Court TV
Amalgamated, New York
Over the streets of Manhattan appeared a billboard-size Dear John letter from an angry woman named Emily. Viral-immune New Yorkers figured out it was a promo for "Parco P.I." within three days.
7 Milk processors board
Goodby, Silverstein & Partners, San Francisco
As part of the "Got Milk?" campaign, cookie-scented strips were placed in San Francisco bus shelters. Activists complained and the strips were taken down.
8 Timberland
Arnold Worldwide, Boston
Timberland took a different approach to graffiti marketing. Instead of tagging brick walls, the company posted billboards made of boot leather in New York and let local artists leave their marks.
9 Mini
Crispin Porter & Bogusky, Miami
Obviously, we're fans of cars in odd places. This one featured a real Mini on a billboard slot track. The agency told the Obie board that the creative team knew it would be approved because Alex Bogusky likes slot cars.
10 Bloom
Boone/Oakley, Charlotte, N.C.
Not quite the car-on-the-billboard gag, but a billboard for Bloom's jumbo muffins was a good opportunity to crush a car below the billboard with a giant muffin and provide a good sight gag.
