Chrysler won an OBIE award for its Jeep Wrangler campaign featured on the Jeep Wrangler Call of Duty:MW3 Special Edition billboard. The billboards back lighting changes depending on if its daytime or nighttime, each revealing a unique background.
The OBIE award is issued by the Outdoor Advertising Association of America, recognizing unique campaigns through many forms of advertising and while the overall campaign featuring the Jeep Wrangler Call of Duty: MW3 Special Edition went far beyond the billboards – it was a trio of electroluminescent billboards located Los Angeles, Chicago and New York that claimed this award.
Created by the advertising agency Global Hue, these three billboards used “patented low voltage electroluminescent Light Tape lamps” to show an image that looks like it was caught using a night vision camera – similar to the images shown during night-fight segments of the incredible first person shooting game Call of Duty: Modern Warfare 3. During the day, these high tech billboards in LA, Chicago and New York show the Jeep Wrangler climbing over a large boulder out in the middle of a rugged, mountainous landscape. Along with this scenic image of the Wrangler conquering the wilderness is the tagline “The Toughest Vehicle In The World”, with the Jeep and Call of Duty MW3 logo on the other side. Once the sun goes down, the image changes (as shown on the right in the green portion of the image), with a night vision-style look at the Jeep Wrangler climbing over a badly damaged vehicle (it looks a little like a Scion tC) in a war ravished location. The same tagline accompanies this image but “Any World” is added to the war scene. This unique use of the Jeep in identical positions but in very different locations won the Chrysler Group the OBIE.
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