Engine and VCCP were awarded the top prizes in digital pioneer Ocean Outdoor’s tenth annual digital creative competition, with campaigns for the Royal Navy and Amnesty International UK.
Engine won the top brand prize with Sniper, an interactive recruitment campaign for the Royal Navy which uses Ocean’s LookOut interactive technology to challenge players to pinpoint a Royal Marines Commando hidden in a jungle environment in a countdown against the clock.
The charity first prize went to Amnesty International UK and agency VCCP for The Sentencing Billboard, an interactive display which uses body scanning technology to identify what sort of crimes people are in danger of committing in other countries where there is less freedom of expression.
For the first time this year there were also prizes for concepts created specifically for the scale and presence of the iconic Piccadilly Lights in London, operated by Ocean on behalf of Landsec.
The brand winner was Anomaly London for Ancestry, which harks back to the days when the area was a collection of illuminated hoardings and historical signs.
The charity prize in this category went to Mr President for Show the World, a live stream featuring an LGBT+ kiss to celebrate 30 years of Stonewall.
Other prizes are awarded to Southpaw for Diageo; Kinetic WW for B&Q, Wonderhood Studios for Global Action Plan and Public Health England and Atomic for Cancer Research UK.
Ocean also invited ideas which align brands and charities with its Ocean for Oceans initiative which is using Ocean screens to publicise efforts to halt the spread of plastic polluting the world’s oceans. The two winners in this category were Revolt London for Mars, Inc and AGCS for Plastic Whale.
Ocean Outdoor head of marketing and events Helen Haines says: “What is apparent from this year’s winners is how many of the concepts reflect the evolving role of digital Out of Home in our cities and the significance of our advertising channel as a platform of influence.
“More than ever this year, Ocean’s competition aligns with our Digital Cities for Digital Citizens philosophy which is about connecting directly with audiences in the here and now to effect positive change, help them make decisions which make a difference or simply entertain them with the very best, memorable, interactive live brand experiences.”
Eight of the winners share a £650,000 prize pot and the chance for their work to be showcased across Ocean’s numerous UK DOOH locations. An undisclosed “money can’t buy” opportunity goes to the two winning Piccadilly Lights concepts.