The 2017 Award Ceremony
The BFI IMAX, Waterloo, 5th October 2017
Watch highlights from this year's Award Ceremony.
The Winners
Commercial Category
3rd Prize
Ariel “Look like New”
by Leo Burnett
This idea uses RFID technology to track items of clothing as shoppers leave a store with their purchase. As they walk towards an Ocean screen, Ariel serves them a personalised message congratulating them on their new garment. The Look Like New message is simple by telling the shopper about the benefits of using Ariel 3in1 pods to keep their new clothes pristine.
2nd Prize
Persil “Get Out Here”
by MullenLowe London
To get more children outdoors and active in their local places of play, Persil live streams footage to Ocean screens from local parks, featuring live data and dynamic copy to show the walking distance to get there. The big idea is to get families out here.
1st Prize
Sky Ocean Rescue “The Ocean’s Most Terrifying Killer”
by WCRS
Nowhere is a piece of plastic more prevalent than at shopping centres. On Word Ocean Day, WCRS transforms Ocean screens into deep-sea worlds of menacing shapes casting strange shadows. People can connect to the screen via the free wifi turning their phone into a virtual torch to see what is casting the shadow. At this point, their torch reveals that the biggest threat to our oceans isn’t sharks or sea-monsters, it’s plastic. Volunteers will hand participants re-suable bags, tackling one of the issues of plastics waste right where is matters.
Charity Category
3rd Place
NSPCC “Disappearing Children”
by mcgarrybowen
This thought-provoking campaign for the NSPCC uses Ocean’s Westfield London screen to demonstrate the uncomfortable fact that more than 1,200 children went missing in the UK last year and are believed to have been trafficked. The campaign simply broadcasts a live stream of people who are walking within the vicinity of the screen, but with all the children appearing only as silhouettes. A powerful and impactful metaphor to illustrate the prevalence of sexual exploitation and modern slavery.
2nd Prize
Art Fund “Art for Everyone”
by MullenLowe London
To mark Museum Week 2018, people are invited to stand in front of a screen and have their pictures taken. Facial and body recognition technology will analyse their expressions and body positions to sort through an Art Fund database to find the work of art that best resembles them. The aim is to make art more accessible and encourage more people to invest in a National Art Pass.
1st Prize
British Dyslexia Association “A Moment of Dyslexia”
by Leo Burnett
In a bid to create a more dyslexic-friendly society, this campaign uses long form copy on screens fitted with audience recognition technology, the words and letters becoming jumbled and harder to read the longer people stop and look at it. The aim is to help non-sufferers understand what it’s like to be dyslexic, to drive donations to the charity and raise awareness of Dyslexia Awareness Week.
International Category
International Prize
Dulux “Let’s Colour the World”
by MullenLowe London
This bright and happy Dulux campaign uses Ocean’s alliance network to invite people to colour the world. In a special live stream linking selected participating cities, people can connect to their local screen live via their phone and literally colour the streets of the international destination it is linked to in real time.