McVitie’s takes an inherently British tradition and turns it into an interactive challenge this National Biscuit Day, inviting London’s biscuit lovers to put their skills to the test in a three day Digital Out of Home dunk-off.

Created by To Boldly Go, Dare to Dunk? forms part of pladis’ 100 year anniversary celebration of the mighty McVitie’s Chocolate Digestives. The campaign won gold in the commercial category of Ocean Outdoor’s 2024 Digital Creative Competition which seeks original, bold ideas in Out of Home (OOH).

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The game takes place on Ocean’ s pop-up D6 located within Westfield London, with supporting messages to draw players in across surrounding large format screens in Eat Street, Westfield Square, Westfield Gateway, the East Face and the Holland Park Roundabout tri-screen.

The campaign breaks on 29th May (National Biscuit Day) for three days.

Using Ocean’s gesture control haptics technology, players will mimic the classic tea cup dunk on the screen, trying to hit that sweet spot before the biscuit breaks. A live ‘dunkerboard’ adds a competitive edge, encouraging social media sharing.

On the screen, a timer records how long each competitor dares to dunk before pulling the biscuit away from the cup of tea at the time they think is right. If they estimate correctly, their names appear on the leaderboard. If the biscuit breaks, they’d better try again.

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Every day there are 100 chances to win, with rewards for those who master the ultimate dunk.

“At McVitie’s, we love celebrating the rituals that make our biscuits so beloved,” said Benazir Barlet-Batata, marketing director at McVitie’s. “With ‘Dare to Dunk?’, we’ve taken the quintessentially British tea-and-biscuit moment and turned it into an immersive, interactive challenge that brings people together. It’s a joyful tribute to 100 years of McVitie’s Chocolate Digestives—and a perfect way to mark National Biscuit Day.”

Ocean head of marketing Jennifer Bell said: “This game is simple and inherently British. It’s educative about the product, there are several moving parts and our competition judges especially liked the dunkerboard. It’s a fun way to share a widely enjoyed ritual.”

To Boldly Go and McVitie’s also walked away with Ocean’s first ever Digital Creative Competition Grand Prix. They were selected by a second independent jury from a shortlist of 11 other agencies and brands who also secured gold in last year’s annual Digital Creative Competitions which took place across six European countries.

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The Grand Prix was a seven-day European campaign which put the heritage best-seller front and centre, using spectacular Ocean screens in London, Stockholm, Copenhagen, Amsterdam and Helsinki. The centre piece was an unmissable domination of Piccadilly Lights in London featuring a 17 metre tall revolving chocolate digestive, reaffirming its status as the nation’s favourite. 

Ocean’s 2025 Digital Creative Competitions are now open in the UK and six other European markets. The closing date is 29th August and it is free to enter.

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