October 8th, 2026
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Ogilvy, Zeal Creative, Blacklist Creative and Don’t Panic also win awards.
Publicis London has secured the top two prizes for Lloyds Bank and Fertility Action in Ocean Outdoor’s 2026 Digital Creative Competition.
It’s the first time in 17 years that both Golds in the Commercial and Non-Profit Categories have been awarded to the same creative agency. The categories were judged separately by independent juries.
The annual competition seeks bold, original ideas in Out of Home (OOH). The UK winners were announced today (8th October) at a creative summit and awards ceremony hosted by Ocean at One Marylebone in London.
The winning line-up
Publicis London takes the top prize in the Commercial Brand Category for ‘Overprotective Pet Wear’, which pairs people’s pets with over-the-top designer outfits, offering those without insurance some ‘extra protection’, turning a serious message into something audiences will enjoy, film and pass on.
Download Silver goes to Zeal Creative and Kleenex for the world’s first ever sneezing billboard. The ‘Kleenex Sneezy Screen’ tracks and displays live pollen data, using the brand logo front and centre as the visual and audio cue, to grab everyone’s attention.
Download Ogilvy and Dove Masterbrand are awarded Bronze for ‘The Postpartum Billboard’, an immersive authentic celebration of mothers’ bodies to redefine beauty after birth.
In the Non-Profit Category, Publicis London and Fertility Action take Gold for ‘The Life Changing Lottery’, a gamified idea which draws on the visual cues of lottery ads to expose inequalities in access to NHS funded IVF which it turns out is determined by your postcode.
Download Silver goes to Blacklist Creative and WRAP for ‘Attack of the Recycloids’, a family game which brings to life animated B-movie style monsters made of rubbish to drive home the message about recycling right.
Download Don’t Panic and The Samaritans take Bronze for ‘Lives on the Line’, a powerful call to action which integrates live call volume data with the scale of OOH to illustrate how many life-saving conversations are happening right now.
Download The winners share a total prize fund of £500,000 which will be used to bring their ideas to life across Ocean’s UK portfolio.
Ocean Outdoor UK CEO Nick Shaw said: “Seventeen years of the Digital Creative Competition reflect the power of original thinking. Original, stand-out ideas that generate real emotion and connection. Nothing beats the human premium, and our 2026 winners illustrate how modern OOH is shaping that connection.
“The message could not be clearer. Simple, memorable, immersive work is elevating brands in ways other platforms can’t. Entertaining and effective ideas are transforming the potential for OOH to move, influence, help and deliver authentic experiences that can exist anywhere. Congratulations to all of our winners and we look forward to bringing their ideas to life.”
This year’s jury was chaired by Graham Fink. The panel of 25 industry experts included David Patton, CEO DA&D; Natalie Mackle, Head of Media, Magnum; Joe Petyan, CEO, VML UK Group; Curtis Weir, OOH Group Director, Publicis Media; and Charlotte Tudor, VP Marketing, Disney.
Publicis London will now go forward to compete against the Gold winners in six other Ocean markets for the European Grand Prix, an incremental prize which will be announced in January 2027. The Grand Prix winner is awarded space on Europe’s best DOOH screens across seven Ocean markets.
See more about the winners here.
