Kwik Fit, Wasabi, Metropolitan Police and The British Skin Foundation join the winning line-up.

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To Boldly Go, elvis and Revolt have secured the top prizes in Ocean Outdoor’s annual Digital Creative Competition which rewards bold, original ideas that push the boundaries of Digital out of home (DOOH) advertising.

Gold in the commercial brand category goes to McVitie’s and To Boldly Go who reignite an age old British debate with Dare to dunk?, an interactive game powered by haptics, gesture control and chocolate digestives.

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Taking Gold in the non-profit category are Greenpeace UK and elvis with You can’t jail this billboard, a disruptive campaign using DOOH to pressure for the restoration of everyone’s democratic right to peaceful demonstration.

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New this year is a third category for Manchester’s Printworks SkyLights. Winning two weeks of space on the 900 m² full motion LED ceiling are Ruby Wax’s mindfulness charity Frazzled and Revolt with The Feeling Ceiling, which offers people an easier way to start talking about how they really feel.

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A panel of 23 independent expert judges drawn from the creative and media industries selected this year’s winners, which were announced at an industry event hosted by Ocean at Bloomsbury Ballroom in London. 

Ocean Outdoor UK CEO Phil Hall said: “If there’s one thing Out of home advertising excels at, it’s helping everyone to help each other. I don’t think I have ever seen so many brands and agencies rise to the occasion with an impressive set of ideas which are designed to tackle big problems and the vagaries of modern day life.

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“From preventing skin cancer, tackling phone thefts or addressing the cost of democratic protest and tackling food waste, to much more light hearted dilemmas like how long to dunk a biscuit, the backbone of our creative industry is built on the craft of problem solving. I for one am inspired by this year’s quintessential cohort of winners.” 

Silver in the commercial category is awarded to Kwik Fit and VCCP for Road Happy, an idea that uses Ocean Vehicle React technology alongside the world’s corniest dad jokes to boost the mood of Britain’s beleaguered drivers.

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Bronze goes to Wasabi and Initials CX for No time to waste, which targets consumers with grab and go end of day deals to help reduce unnecessary food waste.

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Second prize in the non-profit category goes to the Metropolitan Police, Pablo London and Unlimited TMW, with an outdoor robbery activation which “steals” mobile phones from large format DOOH ads, alerting Londoners to the alarming number of street phone thefts.

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In third place, Wonderhood Studios and The British Skin Foundation present The Burnable Billboard, a data driven reminder about the danger of sun damage with a powerful message to protect your skin.

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Ocean Outdoor UK marketing director Marie Le Hur said: “Once again we set out to discover big, impactful creative ideas which build brand and audience value, and memorable concepts that work beyond the screens alone. Congratulations to this year’s winners who have excelled the brief. We look forward to bringing these ideas to life.”

Read more about our winners on our Digital Creative Competition page.