Commercial Category

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2nd Prize

Diageo “Walk The Line”

by Southpaw

This interactive game delivers a responsible message to people about how to drink safely and wisely in the UK’s party capitals. Situated in DOOH spaces close to clubs and bars, Walk The Line features a digital “pavement” which invites people to walk along a line - the classic sobriety test. Depending on how much they veer off course, the screen gives real time feedback, offering helpful advice, important information about alcohol and where they can grab a cab home. The judges said: “This is localised, experiential and a clever way for the brand to get across its message by putting a person at the heart of the experience.”

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1st Prize

The Royal Navy “Sniper”

by Engine

This interactive recruitment game simulates Stealth, the Royal Marines’ famous state-of-mind, by inviting participants to spot the sniper camouflaged by rugged terrain in a tense 60 second countdown against the clock. To do this, participants stand on a designated red spot in front the screen. Ocean’s clever LookOut technology tracks their gazes as they are locked into a target controlled by their eye movements. The challenge is to find the sniper hidden somewhere on the digital screen and discover your own inner Commando. The judges said: “This is a really nice idea which is completely aligned with their business objectives. It speaks to one person, but everyone can get involved.”

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Charity Category

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3rd Place

Cancer Research UK “The Right Now Billboard”

by Atomic

A real time DOOH screen powers contactless donations using a live video stream to connect people who stop and donate directly with actual patients who will benefit from their gift. Each patient will respond with a spoken “thank-you”, making each donation more personal and meaningful by giving a glimpse into the work of Cancer Research UK. The judges said: “This campaign is a genuine step-up and twist on what has been done before.”

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2nd Prize

Global Action Plan supported by Public Health England “The Breathable Billboard”

by Wonderhood Studios

Designed to promote Clean Air Day, the breathable billboard is a visual incentive fronted by Coco the canary, a familiar toxic air emblem. On the screens, the bird responds in real time to local air pollution levels which are drawn from the Daily Air Quality Index. When pollution is low, the screens are bright and clear and the bird is active, but when levels are toxic, the screen grows sooty and Coco struggles to fly. The activity is linked to the Clean Air Hub where people can learn more. The judges said: “Out of home is part of the fabric of our cities and that’s why this campaign works.”

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1st Prize

Amnesty International UK “The Sentencing Billboard”

by VCCP

In some countries, freedom of expression, such as wearing a headscarf or displaying tattoos, is forbidden in law. To highlight places in the world where such individuality is repressed, Amnesty International uses an interactive billboard to highlight crimes you might be committing if you were in one of those countries. Passers-by can pose for and then appear in the billboard along with annotations to highlight what about their appearance could be illegal abroad. Designed to provoke conversation, stills will be posted online so that participants can share and discuss their sentences. The judges said: “Using people as part of the campaign is so impactful. The idea of seeing what you just take for granted is really strong.”

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Ocean for Oceans Category

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Commercial Winner

Mars, Inc. “Live Dive”

by Revolt London

This campaign shines a spotlight on Mars, Inc’s sustainability plan to save endangered coral reefs by successfully regrowing three hectares in the Philippines using small structures called spiders. Live Dive uses a video link to connect DOOH screens in high footfall areas to divers waiting under the ocean. They respond in real time to public signals to plant a new spider. All the audience has to do is give the recognised “OK” diver’s hand gesture. The judges said: “This will be just fascinating to see and people will watch it for some considerable time.”

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Charity Winner

Plastic Whale “Ocean Cleanup Interactive Game”

by AGCS

People are invited to connect via their mobile device to a screen to play an interactive clean-up game to collect discarded plastic from an ocean scene. The fact that the game is unwinnable raises awareness about the dire need to act now to stop the plastic tide. The judges said: “The game delivers an important message in a creative way.”

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Piccadilly Lights Category

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Commercial Winner

Ancestry “The Old Piccadilly Lights”

by Anomaly London

For one evening only, Ancestry turns the clock back on the famous Piccadilly Lights, taking the advertising space back in time from full motion to the age of neon and all the way back to a time when there were no lights. The end frame directs people to Ancestry where they can bring their own back story to life. The judges said: “This is beautifully thought through. The message goes so well with the idea.”

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Charity Winner

Stonewall “Show The World”

by Mr. President

To mark 30 years of Stonewall, the charity set up to fight a piece of UK legislation banning “the intentional promotion of homosexuality”, Mr. President uses one of the world’s most famous digital advertising screens to live stream LGBT+ kisses to other billboards across the world. Show The World is the world’s first live global OOH campaign. The judges said: “The compelling thing about this is the idea to do something that should never have been illegal by putting it on the biggest billboard in the world. The idea is super simple, but on this scale it definitely works.”