Experiential marketing continues to deliver more impactful ways for brands to authentically connect with audiences, and Ad Age's feature titled "The Top Experiential Marketing Campaigns of 2025" brings together industry leaders to spotlight the work that inspired them the most this year.
Our own Chief Production Officer, Jonathan Denison, was among those tapped to weigh in, sharing his perspective on the power of production, partnership, and creative bravery shaping today's most memorable brand experiences.
Jonathan Denison on Raising the Bar for Experiential Production
In the Ad Age feature, Jonathan reflected on the Hacienda Patrón activation at Lollapalooza, a standout example of craftsmanship and collaboration done right.
"It is also a reminder of what happens when a great partnership clicks: brand plus creative plus fearless production plus the perfect vendor partner."
— Jonathan Denison, Chief Production Officer, OBE (via Ad Age)
We couldn’t agree more. The best experiences happen when creative vision and production excellence meet in true partnership, and finding the perfect partner is a critical key to the equation.
Nike at the Chicago Marathon: Authenticity in Motion
Alongside the Patrón campaign featured in Ad Age’s spotlight was Nike’s Chicago Marathon campaign, developed by Wieden+Kennedy Portland. The work stood out for its empathy and authenticity, meeting runners where they are, both physically and emotionally, with powerful, runner-first storytelling that resonated across the city.
In addition to their OOH approach, OBE partnered with Nike to bring this campaign to life through complementary experiences such as Race 312, medal engraving, and more throughout marathon weekend. A full case study from Nike's Chicago Marathon experiences will be available soon.
Pushing the Craft and the Culture Forward
This Ad Age spotlight reinforces what drives OBE every day: creating experiences that aren’t just seen, but felt.
We’re proud to help brands like Nike bring that philosophy to life, building moments that connect people, spark emotion, and move culture forward.