July 6th, 2026
The Great ADventure: 15 teams, 48 hours and one unforgettable race across the nation
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Inspired by the spirit of Race Across the World, on 25th June we welcomed media agency teams from Wavemaker, UM, MG OMD, Starcom, Zenith, EssenceMediacom, MediaLab, OMD, the7stars, Carat, PHD, Mindshare, Spark and Havas, alongside The Media Leader, for a 48-hour challenge that put planning, teamwork and problem-solving to the ultimate test.
The race began at The Venue, Piccadilly Lights, where teams arrived at 8am to collect breakfast, race packs, team T-shirts and, most importantly, their Day One itineraries. With no advance knowledge of the route, every team had to quickly plan how they would navigate the country before gathering beneath the iconic Piccadilly Lights for a live countdown. At 9am, the race was on.
Download Over the next two days, competitors travelled across the UK, visiting our DOOH locations in Canary Wharf, Birmingham, Manchester, Newcastle, Edinburgh and Glasgow, with bonus checkpoints along the way. The biggest strategic decision came in the form of Liverpool, where a detour could knock four hours off a team’s overall race time – but only if they could make the journey work within budget.
Every decision mattered. Teams had just £330 between them to cover travel from London to Glasgow, forcing them to weigh up speed against cost. Should they catch the quicker train or the cheaper coach? Was the Liverpool bonus worth the extra expense? Could a conversation with transport staff uncover a better route or a cheaper fare? It wasn’t just a race – it was a test of planning, adaptability and teamwork.
Throughout the challenge, teams captured their progress at every compulsory checkpoint, shared updates on social media and documented the highs, lows and unexpected moments that unfolded along the way. From delayed trains and missed connections to spontaneous acts of kindness from strangers, every team came away with a story to tell.
Writing in The Media Leader, participant Charli West summed up the ambition behind the event: “It’s time to bring the fun back into media.” Reflecting on the race, she described how our challenge rekindled the industry’s appetite for in-person experiences while showcasing the breadth of our nationwide portfolio.
Her account perfectly captured the rollercoaster of emotions that unfolded over the two days. From sprinting beneath Piccadilly Lights as the countdown reached zero, to racing between train platforms, navigating unexpected delays and making split-second travel decisions, the journey was every bit as memorable as the destination. As West concluded, the race was “a memorable moment in media and a great reminder to bring back fun.”
The event also reinforced one of Ocean’s guiding principles: “On the streets, not on spreadsheets.” While teams experienced our screens across the country, they also experienced the cities, the transport networks and, perhaps most importantly, the people. Many competitors later reflected that conversations with transport staff and the kindness of strangers proved just as valuable as careful route planning.
Download After two days of travelling, strategising and covering hundreds of miles, every team crossed the finish line at the Radisson RED Hotel in Glasgow, where the final scores were calculated and the winners announced.
Download Taking the inaugural Great ADventure title were Amanda Yaffe-Parker and Zoe Bond from the7stars, whose strategic planning, local knowledge and resourcefulness secured victory.
Download Reflecting on the experience, Amanda said:
“The kindness of strangers and the energy of the team at Ocean Outdoor UK absolutely drove us through. Competing at all was terrifying for somebody with a terrible fear of failure but winning was the kind of confidence boost that everybody needs.
“People asked what gave us the edge, and as we talked I started to realise that I’m a good planner. I’m organised, adaptable, resilient and brilliant at building relationships.”
While there could only be one winning team, the real success of The Great ADventure was the impact it had on everyone who took part. Agencies embraced the challenge from start to finish, sharing their journeys across LinkedIn and Instagram, celebrating each other’s achievements and demonstrating the power of stepping away from the desk to experience Out of Home in the real world.
Download The Great ADventure was created to bring people together, encourage collaboration and remind the industry that some of the best ideas – and the best experiences – happen out on the streets.
