Ocean Outdoor has revealed the winners of its 2024 Digital Creative Competition, which celebrates innovative and impactful campaigns in digital out of home (DOOH) advertising. The annual awards recognize brands and agencies that push the boundaries of creative advertising using technology, interactivity, and powerful storytelling.
Full List of 2024 Winners
Commercial Brand Category
- Gold: McVitie’s – Dare To Dunk?
- Silver: Kwik Fit – Road Happy
- Bronze: Wasabi – No Time to Waste
Non-Profit Category
- Gold: Greenpeace UK – You Can’t Jail This Billboard
- Silver: Metropolitan Police – Look Up. Look Out
- Bronze: The British Skin Foundation – The Burnable Billboard
Printworks SkyLights Category
- Winner: Frazzled – The Feeling Ceiling
Top Honors in Commercial and Non-Profit Categories
The Commercial Brand Gold Award went to McVitie’s and their agency To Boldly Go for their campaign, Dare to Dunk?. The campaign engaged audiences with an interactive game that reignited the long-standing British debate about dunking biscuits in tea. Using gesture control and haptics, participants could test their dunking skills on digital screens, aiming to achieve the perfect dunk before the virtual biscuit crumbled. The campaign’s live leaderboard encouraged friendly competition and social media sharing.
In the Non-Profit Gold Category, Greenpeace UK and their agency Elvis were awarded for the campaign You Can’t Jail This Billboard. The campaign utilized Ocean’s digital screens to draw attention to restrictions on peaceful protests, featuring activists “protesting” inside digital billboards. This bold creative approach highlighted the contrast between the freedom of digital displays and the limitations on physical demonstrations.
New Printworks SkyLights Category Celebrates Immersive Digital Creativity
Ocean Outdoor introduced a new category this year to honor creativity on Manchester’s iconic 900 m² LED ceiling, known as Printworks SkyLights. The winning campaign, The Feeling Ceiling, was developed by Revolt for the mental health charity Frazzled. Using motion graphics and audience interaction, the campaign transformed the digital ceiling into a dynamic space where people could visualize their emotions. By choosing a weather symbol that represented their mood, visitors contributed to a visual display that promoted mental health awareness in an engaging way.
Silver and Bronze Winners Highlight Social Impact and Real-Time Engagement
In the Commercial Silver Category, Kwik Fit and VCCP Blue won for Road Happy, a campaign that used Ocean’s Vehicle React technology to deliver light-hearted dad jokes to drivers waiting at traffic lights. Designed to reduce road rage and improve driver mood, the campaign leveraged humor to make daily commutes a little brighter.
The Commercial Bronze went to Wasabi and Initials CX for No Time to Waste, a campaign aimed at reducing food waste by promoting discounted meals at closing time. Using live inventory updates displayed on digital screens, the campaign encouraged passersby to purchase unsold food at reduced prices before stores closed.
In the Non-Profit Silver Category, The Metropolitan Police and Pablo London received recognition for Look Up. Look Out, an awareness campaign addressing the rise of mobile phone thefts in London. Using 3D technology, the campaign creatively showcased disappearing phones to emphasize the importance of staying alert in public spaces.
The Non-Profit Bronze went to The British Skin Foundation and Wonderhood Studios for The Burnable Billboard, which aimed to raise awareness about the dangers of sun exposure. The campaign used live UV data to demonstrate the impact of sun damage on different skin tones, encouraging viewers to take precautions against harmful UV rays.
The winning entries were selected by a panel of 23 independent judges from the creative and media industries. The awards were announced at a special event hosted by Ocean Outdoor at Bloomsbury Ballroom in London. Phil Hall, Ocean Outdoor UK’s CEO, praised the caliber of this year’s entries, highlighting their innovative use of technology and creativity to tackle real-world issues.
“If there’s one thing Out of home advertising excels at, it’s helping people communicate important messages in engaging and impactful ways,” Hall said. “This year’s winners have risen to the challenge with campaigns that address modern-day challenges, from public safety to mental health awareness.”
Marie Le Hur, Ocean Outdoor UK’s Marketing Director, emphasized the role of creativity in building strong connections with audiences. “Our goal was to uncover campaigns that go beyond the screens to create memorable experiences,” she said. “This year’s winners have truly demonstrated the power of DOOH to inform, entertain, and inspire.”
For more details on the Ocean Outdoor DCC Winners, visit the official website: Ocean Outdoor Digital Creative Competition.
