Crucial Creative Competition



30th July 2020
Watch the Replay:

Ocean’s Phil Hall (Joint MD, UK) and Catherine Morgan (Director of Ocean Labs), along with members of the Judging Panel, introduce the shortlist and announce the winning entries.

View the Winning Entries


But the competition will be back next year

Ocean announce the launch of Crucial Creative for 2020, in place of the annual Ocean Digital Creative Competition. With a £1 million prize fund to help galvanise advertisers and agencies to action post COVID-19.

Brands of Britain - your country, your cities, your communities and their citizens need you.

Now, more than ever, Ocean is inviting the brightest creative minds in Britain to keep us all safer by educating our citizens to behave safely, offer relevant positive messaging or to simply make them smile.

How can the brands you represent help socialise and normalise these new behaviours? Are there new behaviours your brand would like to promote as the “New Norm”?

Beyond inspirational creative and messaging, consider opportunities that leverage Ocean Labs’ innovative technologies, such as facial detection, connectivity, dynamic content or experiential, to educate citizens in connected digital cities how to be happy and healthy when they are out and about.

£1 Million Prize Fund

  • Winner


    Media value across Ocean screens*

  • 2 × Runners Up

    2 × £250,000

    Media value across Ocean screens*

* Terms and Conditions apply

The Crucial Creative Brief

We’re looking to brands to promote a sense of well-being and positivity across the country, to give a shot in the arm to the general public as they begin to venture back out of home, making people feel good about themselves and, in turn your brand.

Things to consider:

  • We’re looking for positive messaging from brands - whether promoting or referring to Government guidelines (social distancing, hand washing etc) or the brand’s products or services in a way that is timely and relevant.

  • The judges will be looking at the relevance of your idea: to the brand you're advertising and to the current situation regarding COVID-19.

  • Entered creative must be new and not have run on any media platform.

  • How do you capture this in 10 second advert on a Digital Out of Home screen? Think about the context of the screen - where it is, when people are seeing it and what they’re doing/thinking at the time.

  • Artwork could be static or full-motion, a single message or dynamic copy, responding to triggers such as the weather, time of day or social media. It can incorporate any of the latest Ocean Labs technology, but your idea will be judged the strength of the creative concept.

  • You can use any of Ocean’s digital locations across the UK. You can see a full list of locations here.

  • See the “How to Enter” steps below, you'll need to visualise your idea (we do not need the final artwork at this stage) and give a short description to explain your thinking.

Judging criteria:

  • Creativity of the idea:
    Is it a new idea and how effectively does it get the message across?

  • Use of Digital OOH
    Does the idea best use the medium and it's unique capabilities?

  • Relevance to brand / business objectives

  • Relevance to current situation / tone

The Judging Panel

  • Chris Marjoram
    Managing Director

  • Dino Myers-Lamptey
    The Barber Shop

  • Ete Davies
    Chief Executive Officer
    Engine Creative

  • Franki Goodwin
    Creative Director
    Saatchi & Saatchi

  • Glen Wilson
    Managing Director
    Posterscope UK

  • James Copley
    UK CEO
    Talon Outdoor

  • Jo Wallace
    Creative Director
    Wunderman Thompson

  • Katreena Dare
    Brand Strategist

  • Laura Jordan Bambach
    Chief Creative Officer

  • Nicole Lonsdale
    Chief Planning Officer
    Kinetic Worldwide

  • Ray Shaughnessy
    Executive Creative Director
    McCann London

  • Richard Sunderland
    Chairman & CEO

How to Enter

  • Step 1

    Create your concept based on the brief above.

    Remember to keep it relevant to the brand, the situation and the medium.

    You must have permission to submit ideas for the client/brand you feature.

  • Step 2

    Illustrate your concept.

    To keep the entry process as simple as possible we are asking for images – up to 5 in total.

    You can find Photoshop templates below or simple draw your idea on a piece of paper and scan it in! We do not need the final artwork at this stage.

  • Step 3

    Write up your concept.

    We need a brief explanation (max 500 words) of your idea, where you see it running, how it will benefit the brand and the consumer etc.

  • Step 4

    Submit your entry.

    You can find the entry form below – entries will close on Tuesday 30th June Friday 3rd July @ 1pm.

    Please ensure you've read and agree with the T&Cs before entering.


To help you visualise your concept we've put together a pack of Photoshop files (with smart objects) for several of our locations. If you need any help using these files or need anything else - please get in touch

Browse Photoshop Templates (Dropbox)

Key Dates

  • Thursday 21st May
    Competition Launches

  • Friday 3rd July @ 1pm
    Entry Deadline

  • July (TBC)
    Winners announced

  • July - 1st September
    Winners go live

Entry Form

Entries are now closed

Terms & Conditions

For the full details click here


Any questions, please email us