Gold Prize

The Times
“For Our Changing Times”

By T&P

This campaign brings to life The Times’ 240 years of history by turning Ocean screens into windows to the past. Ocean Mixed reality live technology is used to overlay historic moments onto familiar London streets. Passersby can witness events such as the women’s suffragette movement, the 1966 World Cup celebrations or the first Pride march unfolding in the very places they walk today. At a time when people feel overwhelmed by constant change and uncertainty, trust in reliable information has never been more important. The Times has been there throughout Britain’s defining moments, delivering in-depth and accurate reporting. By reimagining these moments on the streets of London, the campaign highlights how the world shifts, while trusted journalism remains a constant.

Silver Prize

Ginsters 
“Scarecrows Wanted” 

By TBWA 

Ginsters’ brand platform, ‘Taste the Effort’, is testament to the hard work and quality ingredients that go into every bite of a Ginsters pasty. Tasting the effort is one thing, now we’re taking it a step further by creating a unique experience that allows the public to actually feel the effort for themselves. Our interactive digital screen lets people step into one of the toughest jobs on Ginsters’ farm: The Scarecrow. Using Ocean Play, we’ll turn the screen and its surroundings into a live gaming experience. Ocean’s skeletal tracking technology mirrors the movements of a passersby, allowing them to take on the role of the scarecrow, flailing their limbs to ward off a series of farm intruders. The experience increases in difficulty over levels, starting with one and then many pesky crows that circle the skies, before seagulls swarm in, and finally lost ramblers trample all over our precious veg. The more effort you put in, the more Ginsters treats you’ll win.

Bronze Prize

Indeed
“Break the glass ceiling”

By Atomic London 

The glass ceiling is the invisible barrier that contributes to women earning on average 11.2% less than men. And at the rate things are changing, it’ll take 40 more years for us to reach true equality. But there’s one powerful tool that could speed things up and break this figurative glass ceiling for good: pay transparency. Brought to life at the Printworks Skylights in Manchester, we’ll turn the digital screens above into an interactive glass ceiling. Passersby will then be invited to share their gender, industry, job title, experience and salary anonymously, with every entry revealing a visible crack in the glass. These cracks will represent the foundations of a brand new crowd-sourced database that reveals a more honest depiction of job roles and their salaries in a wide range of industries. After 1,000 entries are recorded, the ceiling above will shatter, symbolising the real impact pay transparency could ultimately have, and empowering women to know their worth when it comes to their careers.

Gold Prize

Prost8
“Dodge the Finger”

By TBWA / MCR 

Too many men are dying of prostate cancer. But as an illness that’s treatable when caught early, they shouldn’t be. A huge reason is men avoid the test wrongly thinking it involves a finger up the backside. Prost8, the charity promoting less invasive prostate cancer treatment, want to let men know it’s just a blood test. The more men who know this, the more who will live. To show it in a way that men will love, we bring nostalgia and humour together for ‘Dodge the Finger’. A game uses skeletal tracking (could also be done with wearables) to let you use your bum as a controller and play a simple game on screen avoiding the finger, just like how you can in your prostate check.

NHS Blood & Transplant 

“NHS Emergency Low-Gos”

By Havas London 

When NHS blood stocks fall to dangerously low levels, it’s not just a shortage, it’s an emergency. In those moments, we need more than a message. We need a signal the whole country can feel. Our idea transforms outdoor advertising into a national emergency alert. In partnership with Ocean Outdoor, major brands pause their campaigns and surrender their most recognizable asset, their (famously red) logo. Across high-footfall DOOH screens, the red drains away, leaving a powerful absence that mirrors the shortage in our blood banks. A simple, striking change that carries profound weight. Execution is built for immediacy. With pre-prepared assets, Ocean Outdoor can flip the switch the moment shortages hit, flooding cities like London, Birmingham, Manchester, Leeds, and Nottingham with the alert.

Bronze Prize

Department for Education 

“Play Stations”

By Havas London 

As the government is bringing in 30 hours’ subsidised childcare per week for new parents, we need to recruit a new host of people into early years jobs with 0-5 children. Our idea visualises learning through play, helping you experience the joy of play in an early years care role. Using Ocean Play, we can reward engagement by mapping augmented creative to your body position – it’s also triggered by movement to change on-screen augmented content in real time. Doing this will create “play stations” in the streets where people can play and interact with our under-5s, and they will react from the screen!

Being cheeky, playing peekaboo, and doing heads, shoulders, knees and toes.

The Loop, Ocean’s state-of-the-art, portrait, full motion network across 174 screens, from Birmingham to Battersea, Manchester to Edinburgh is the ultimate network to target UK pedestrians. Early years carers increase, and parents can go back to work.