To Boldly Go won Ocean Outdoor’s inaugural digital creative competition Grand Prix

McVitie’s and To Boldly Go are staging an irresistible European Digital Out of Home (DOOH) takeover as part of pladis’ 100 year celebration of the mighty Chocolate Digestive.

Breaking on 26^th April, the one week campaign puts the best-selling heritage biscuit brand front and centre, using spectacular large format Ocean Outdoor screens in London, Stockholm, Copenhagen, Amsterdam and Helsinki.

The tasty centre piece is an unmissable 10 minute domination of Piccadilly Lights in London featuring a 17m tall revolving Chocolate Digestive, reaffirming its status as The Nation’s Favourite.

In Stockholm, McVitie’s dominates The Halo in Westfield Mall of Scandinavia, two giant LED rings and three large format LED cubes offering 360-degree coverage. The other locations are the Amsterdam Leidseplein; The Iconic in Field’s Copenhagen shopping mall; and Helsinki’s Redi Icon.  

McVitie’s and To Boldly Go are one of the Gold winners of Ocean’s 2024 Digital Creative Competition, their entry, Dare To Dunk, going on to lift the inaugural £100,000 Grand Prix prize, beating competition from 10 other agencies across the markets where Ocean operates.

They are using the Grand Prix space to support the biscuit brand’s 100 year milestone.

Leah Burton-Smith, TBG said: “What better way to celebrate the heritage and popularity of the Chocolate Digestive in existing European markets, whilst driving brand awareness in smaller markets using some of the best available DOOH screens.” 

Dare To Dunk, an interactive DOOH game powered by haptics, gesture control and chocolate digestives goes live on 29th May which is designated National Biscuit Day in the UK.