This year’s international creative competition explores the relationship between humans and machines

What happens when human imagination and technology come together? And what role does creativity play at a time when AI is having an increasing influence on the way ideas are created? During the Digital Creative Competition 2026, we are challenging creatives to come up with their own answers.

Every year, Ocean Outdoor organises the Digital Creative Competition in the Netherlands, the United Kingdom, Germany and Scandinavia. The competition gives creatives, agencies and brands a platform for ideas that explore and push the possibilities of Digital Out of Home.

This year, the Dutch edition focuses on humans versus machines. Where do humans and technology enhance one another? How do their strengths differ? And what role will human intuition, imagination and the ability to surprise continue to play?

One powerful idea is all it takes

Participants can submit a concept in the Commercial or Non-Profit category. Gold, silver and bronze prizes will be awarded in each category. The winners will receive media value across Ocean Outdoor’s digital screens and support in bringing their concepts to life.

The Dutch winners will also automatically progress to the international competition. Previous participants have even gone on to win awards at the Cannes Lions.

“AI is transforming the creative process at a rapid pace, but technology alone does not make a powerful idea,” says Xavier Tilman, CEO of Ocean Outdoor Netherlands. “With the Digital Creative Competition, we want to challenge creatives to show what becomes possible when human imagination and the capabilities of Digital Out of Home come together.”

From winning idea to real-life campaign

Higuita proved during the 2025 edition that a DCC concept does not have to remain on paper. The agency won gold with an interactive idea for Raketje, an ice lolly brand owned by The Magnum Ice Cream Company.

Using a thermal camera, passers-by were displayed as colourful heat images on a large digital screen at Amsterdam’s Leidseplein. The concept was developed in partnership with Ocean Labs and subsequently brought to life.

Winners announced at the Nxt Museum

An independent panel of industry experts will assess the entries based on the strength of the idea, creativity and the way in which they use the possibilities offered by Digital Out of Home.

The winners will be announced on 8 October during an award show at the Nxt Museum in Amsterdam. Before the awards ceremony, a panel discussion will explore the value of human creativity at a time when AI is becoming an increasingly prominent part of the creative process.

Do you have an idea that pushes the boundaries of Digital Out of Home?

Submit your concept to dccamsterdam@oceanoutdoor.nl by 12 noon on Friday, 28 August 2026.

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