The 2023 edition of Ocean Outdoor annual Digital Creative Competition has crowned Saatchi & Saatchi and Mr President as its top winners, recognizing their innovative campaigns in the digital out-of-home (DOOH) advertising space. The event celebrates groundbreaking ideas that push the boundaries of digital advertising, leveraging technology to create impactful experiences and raise awareness on important issues.
2023 Winning Campaigns Highlight Innovation and Community Impact
In the Brand Category, Saatchi & Saatchi, partnering with EE, took the top prize for their unique interactive campaign that turned an out-of-home (OOH) space into a live school field trip. This project, a global first, is part of EE’s broader commitment to promoting well-being by providing underprivileged children with enriching outdoor educational experiences across the UK. The campaign utilized digital displays to offer a mix of entertainment and education, highlighting how brands can use DOOH to contribute positively to society.
In the Charity Category, Mr President secured first place for “Behind Closed Doors,” a campaign created for Stonewall Housing. The campaign brings attention to the housing crisis faced by LGBTQ+ individuals, many of whom are at risk of homelessness after coming out to their families. Through compelling storytelling and effective use of digital screens, the campaign sheds light on this critical issue and aims to build empathy and support for affected individuals.
Expert Panel Selects Winners from Diverse Entries
This year’s winners were chosen by a panel of 18 independent judges from various creative fields. The judging criteria focused on innovation, engagement, and the campaigns’ ability to leverage the DOOH medium effectively. The winners were announced at an industry event hosted by Ocean at Frameless, London, where the top six concepts were awarded a total of £500,000 worth of advertising space across Ocean’s digital formats in cities throughout the UK.
Phil Hall, CEO of Ocean Outdoor UK, praised the winners: “The 2023 campaigns are rooted in storytelling that addresses real societal issues. Each project demonstrates how DOOH can be a powerful platform for brands and charities to engage audiences, provoke thought, and inspire action. This competition continues to push the limits of digital advertising, showcasing the creativity and versatility of the medium.”
2023 Runners-Up Showcase Creativity and Social Impact
Other standout entries included:
- Creature London and Moonpig, who won second place in the Brand Category for “Moonpiggadilly.” This campaign featured Moonpig’s mascot on Piccadilly Lights, delivering personalized messages aimed at uplifting public spirits during challenging times.
- ACNE London and Diageo, awarded third place for “Greetings From Tomorrow,” a campaign promoting responsible drinking through a focus on 0.0% alcohol choices.
In the Charity Category:
- Open Creates and Great Ormond Street Hospital Children’s Charity took second place for “Big Face.” This campaign utilized large digital screens to draw attention to the need for a new cancer treatment facility for children.
- ACNE London also received recognition with third place for “Hiding in Plain Sight,” a grassroots campaign developed for The Hygiene Bank to raise awareness about hygiene poverty affecting millions in the UK.
Now in its 14th year, Ocean’s Digital Creative Competition has built a reputation for spotlighting pioneering ideas that redefine digital advertising. Helen Haines, Head of Brands and Events at Ocean Group, emphasized the competition’s role in driving innovation: “This year’s entries went beyond traditional advertising to create meaningful narratives that resonate with audiences. We look forward to seeing these campaigns come to life across our screens.”
Previous Success Sets a High Standard
Saatchi & Saatchi and Mr President’s success in 2023 follows their joint victory in last year’s competition for “Home Safe,” a campaign that focused on women’s safety using augmented reality (AR) and live travel data to enhance safety awareness. Ocean’s digital creative competition has a history of propelling winning campaigns to industry recognition, with past winners securing six Cannes Lions, underlining its status as a platform for creative excellence.
