London: In a showcase of creative brilliance in the digital out-of-home (DOOH) advertising space, Saatchi & Saatchi and Mr President have emerged victorious in Ocean’s annual digital creative competition. This esteemed competition recognizes groundbreaking and innovative ideas that are reshaping the landscape of digital advertising.
In the brand category, Saatchi & Saatchi, in collaboration with EE, secured the top spot with an interactive OOH school field trip, marking a global first. The concept is part of EE’s larger commitment to well-being, aiming to provide enriching outdoor experiences for underprivileged children across the UK.
In the charity category, Mr President’s compelling campaign “Behind Closed Doors” for Stonewall Housing secured the top prize. This campaign raises awareness about the housing crisis affecting LGBTQ+ individuals who frequently face homelessness after coming out to their families.
A panel of 18 independent expert judges from diverse creative industries meticulously selected this year’s winners. The winners were revealed during an industry event hosted by Ocean at Frameless in London. These six innovative concepts will collectively receive £500,000 worth of airtime to be featured across Ocean’s various environments and iconic digital formats in cities across the UK.
Phil Hall, CEO of Ocean Outdoor UK, commented, “This year’s winners are centered around the nation’s narrative, harnessing the power and scale of out-of-home advertising to address pressing issues. These campaigns embody the true essence of DOOH as a medium that genuinely supports and connects with the communities it serves. Each campaign has the potential to captivate, provoke thought, engage, or spur action when the opportunity arises. This reflects the remarkable evolution of DOOH advertising and Ocean’s competition over the past 14 years.”
In the brand category, Creature London and Moonpig secured second place with their heartwarming and interactive “Moonpiggadilly” campaign, utilizing the brand’s beloved mascot on the iconic Piccadilly Lights to share personalized messages, aiming to uplift the nation’s spirits during challenging times. ACNE London and Diageo claimed the third prize for “Greetings From Tomorrow,” an innovative campaign encouraging responsible drinking by introducing a 0.0% alcohol choice.
In the charity section, Open Creates and Great Ormond Street Hospital Children’s Charity took home the second prize for “Big Face.” This campaign ingeniously employed Ocean’s large-format screens to showcase children, raising funds for a much-needed new cancer treatment facility. ACNE London earned a second award in the charity category, securing third place for “Hiding in Plain Sight” on behalf of The Hygiene Bank. This powerful grassroots campaign harnessed Ocean’s Loop network to address hygiene poverty affecting 3.2 million people.
Helen Haines, Head of Brands and Events at Ocean Group, commended the winners, saying, “We sought grand, impactful creative ideas that transcend the screens and build brand value at scale. Congratulations to this year’s winners who have once again exceeded the brief. We eagerly anticipate bringing these extraordinary ideas to life.”
This victory for Saatchi & Saatchi and Mr President follows their previous success last year, where they jointly clinched the first prize for “Home Safe,” a campaign that focused on the safety of women traveling alone at night by utilizing live travel data, augmented reality (AR), and lighting technology to aid them in planning and tracking their journeys.
Notably, previous winners of Ocean’s digital creative competition have gone on to secure six prestigious Cannes Lions, reaffirming the competition’s reputation as a springboard for cutting-edge creativity and innovation in the advertising industry.
For more info visit: https://oceanoutdoor.com/ocean-news/digital-competition/
