Gold Prize

Bog & idé 
“Gør skærmtid til læsetid”

By Nørgård Mikkelsen

Based on studies showing that even short moments of reading can bring calm and focus, and with an important insight that the joy of reading is not about having time but about taking time, even if it is just for a moment, Bog & idé wants to remind people that reading is valuable even when you are not immersed for hours.

Using AR technology, Bog & idé will detect phones from a digital screen in shopping centres and transform them into books – turning screen time into reading time.

Silver Prize

Matas
“Barnevogns-spotter”

By Matas

Matas wants to strengthen its connection with parents by showing real care and understanding for their everyday needs. When parents are at shopping centres, one of the things they often look for is the nearest changing room. To help, Matas will equip DOOH screens with stroller recognition. When a stroller is detected, the regular ad automatically turns into a guide showing the way to the closest changing room, transforming advertising into a caring, practical service. The changing rooms will be stocked with Matas products, giving parents everything they need for quick and easy diaper change.

Gold Prize

TV 2 Play 
“Sidste Udkald”

By TV 2 Creative

TV 2 Play will remind passengers to download entertainment for their flight before it’s too late by speaking directly to them about their departure. Using visuals and key characters from TV 2 Play’s own shows, targeted messages will appear throughout Billund Airport, powered by live flight data that matches specific destinations and departures. Each ad will capture the show’s distinctive style, typography, and characters. The campaign will act as a friendly reminder while showcasing TV 2 Play’s wide range of content in a fun and engaging way.

Gold Prize

Røde Kors
“Stå sammen mod ensomhed”

By Publicis Creative

The Red Cross wants to collect signatures and raise awareness about loneliness in Denmark by showing the many faces of loneliness through a series of portrait images. Using one of Ocean Outdoor’s digital screens, the campaign will detect the number of people standing in front of the screen. As more people gather, the lonely person’s expression will gradually change – from sad to happy. Once the person is fully illuminated, a statistic about loneliness will appear along with a call to action. The CTA will feature a QR code leading directly to the Red Cross’ existing landing page, where people can sign in support of their action plan against loneliness.