commercial Gold

Elgiganten, “Broken Billboards”

by Nord DDB 

To remind people that Elgiganten not only sells pre-owned tech but also helps recycle e-waste, this campaign turns digital screens into the message itself. With cracked, flickering, and seemingly “broken” DOOH-screens, the ads humorously grab attention and highlight the importance of sustainable tech disposal. The creative use of malfunctioning visuals makes people stop, smile, and remember to bring their old electronics to Elgiganten – transforming digital clutter into real-world action for the environment.

Non-Profit Gold

Scouterna, “Eldprovet”

by Accenture Song

This campaign redefines scouting as adventurous, modern, and tech-savvy, showcasing freedom, community, and real-world exploration. The interactive “Eldprovet” lets passersby ignite a virtual fire by rubbing their hands in front of a screen, with AR effects responding to real-time weather conditions. Successfully starting the fire earns a digital scout badge and a congratulatory message, encouraging participants to seek real adventures beyond the screen. By blending technology with nature, the idea strengthens pride, curiosity, and respect for scouting, reaching both young people and decision-makers while highlighting the movement’s relevance and impact today.

Commercial Gold

Nettbil.no, “Park for Good”

by Anorak NoA

By using Ocean’s digital screens in parking garages, we start an auction for your car the moment you park. When you return from your shopping trip, you can decide whether you want to accept the offer or not. In short, we let people test drive Nettbil — on an outdoor board.
The idea lets people experience Nettbil for themselves and makes the barrier to trying it out extremely low — completely without obligation.

Non-Profit Gold

NorwegianPeople’s Aid, “Before life continues”

by Maskinen

The idea highlights the issue of landmines, which every day kill and maim an average of 15 people — many of them children. On each screen, a story is shown that cannot continue until the ground is safe — until the audience contributes to the demining, so that everyday life can go on. The stories we tell are everyday situations we take for granted in a safe country, with messages linked to children’s songs and games to emphasize that it is the most innocent members of society who are hit the hardest.
The idea is designed to help people relate to a problem that might otherwise feel distant. The campaign includes several elements focusing on varying degrees of information, donation, and awareness.

Commercial Gold

Bog & idé, “Turn Screen Time into Reading Time”

By Nørgård Mikkelsen

Based on studies showing that even short moments of reading can bring calm and focus, and with an important insight that the joy of reading is not about having time but about taking time, even if it is just for a moment, Bog & idé wants to remind people that reading is valuable even when you are not immersed for hours.

Using AR technology, Bog & idé will detect phones from a digital screen in shopping centres and transform them into books – turning screen time into reading time.

Commercial Gold

The Red Cross, “Stand Together Against Loneliness”

By Publicis Creative

The Red Cross wants to collect signatures and raise awareness about loneliness in Denmark by showing the many faces of loneliness through a series of portrait images. Using one of Ocean Outdoor’s digital screens, the campaign will detect the number of people standing in front of the screen. As more people gather, the lonely person’s expression will gradually change – from sad to happy. Once the person is fully illuminated, a statistic about loneliness will appear along with a call to action. The CTA will feature a QR code leading directly to the Red Cross’ existing landing page, where people can sign in support of their action plan against loneliness.

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Commercial Gold

The Magnum Ice Cream Company, “Raket”

by Higuita

Passers-by see a blurred version of themselves on screens via a live thermal view. Their body heat transforms the silhouettes into the iconic colours of the Raket ice lolly: yellow, orange, and red. This way, they become part of the campaign naturally — without lifting a finger.

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Non-Profit Gold

Unicef, “Sensitive Content”

by Higuita

Millions of children grow up in conflict zones, surrounded by events too distressing to show. That’s why the familiar social media warning ‘sensitive content’ is now appearing on the streets. By deliberately not showing any images, UNICEF conveys the gravity of the situation and prompts passers-by to take action.

Commercial Gold

The Times, “For our changing times”

by T&P

This campaign brings to life The Times’ 240 years of history by turning Ocean screens into windows to the past. Ocean Mixed reality live technology is used to overlay historic moments onto familiar London streets. Passersby can witness events such as the women’s suffragette movement, the 1966 World Cup celebrations or the first Pride march unfolding in the very places they walk today. At a time when people feel overwhelmed by constant change and uncertainty, trust in reliable information has never been more important. The Times has been there throughout Britain’s defining moments, delivering in-depth and accurate reporting. By reimagining these moments on the streets of London, the campaign highlights how the world shifts, while trusted journalism remains a constant.

Non-Profit Gold

Prost8, “Dodge the Finger”

by TBWA/MCR

Too many men are dying of prostate cancer. But as an illness that’s treatable when caught early, they shouldn’t be. A huge reason is men avoid the test wrongly thinking it involves a finger up the backside. Prost8, the charity promoting less invasive prostate cancer treatment, want to let men know it’s just a blood test. The more men who know this, the more who will live. To show it in a way that men will love, we bring nostalgia and humour together for ‘Dodge the Finger’. A game uses skeletal tracking (could also be done with wearables) to let you use your bum as a controller and play a simple game on screen avoiding the finger, just like how you can in your prostate check.

Finland

Commercial Gold

“Let’s meet on the same side of the screen”

by Fingerscoft Oy & Avidly Oy

Youth often play video games alone and may become isolated.

This campaign’s goal is to bring youth together in front of large Ocean screens to play instead of at home, and also to socialize. 

The usual gaming experience turns into a real encounter – a moment where people behind the screen meet each other and can experience genuine togetherness. When the city lights come on and the screens come to life, the shared game begins – and no one plays alone!

“We ended up with a gamified, participatory experience with a strong social angle,” says Lauri Kaikkonen.

Germany

Gold

#WeAreAllUkrainians: “Childhood ends where war begins”

By Havas Media Germany

War robs children of their carefree nature, their laughter – their childhood. What remains is ‘trauma in the mind’ – emotional wounds that dig deep and leave lifelong scars without help. With the campaign ‘Childhood ends when war begins,’ #WeAreAllUkrainians draws attention to the dramatic psychological consequences for children and calls for support for urgently needed psychosocial help.

Researchers at Charité have shown that stressful experiences in childhood cause the brain and body to age faster. Childhood in a war like the one in Ukraine is marked by sirens, flight and constant fear – experiences that are deeply traumatic and leave lasting scars.

This development is reversible.
With targeted psychosocial help, the effects of early childhood trauma can be mitigated – this is exactly where our planned measures come in.

The motifs use an unusual visual style to alter the children’s faces and literally make them age. Digital outdoor advertising spaces are uniquely suited to displaying this style. These are not real children, as we want to protect them; instead, the faces are AI-generated from the outset.