As an expert in the world of Out of Home, Rick Vriesema knows the industry inside out, and he draws on this expertise in his role as DCC jury chair.

He has been working in the sector for decades and has previously served on the jury of the Digital Creative Competition on two occasions. This year, on behalf of OOH-specialist Talon, he is taking on the role of jury chair for the first time. Together with co-chair Maira Evers, he will be judging the entries for the DCC 2026.

A subject that is constantly evolving

In recent years, Rick has seen traditional outdoor advertising transform into a versatile digital medium that utilises movement, data, current events, location and interaction. One thing, he says, has remained the same: a campaign starts with a strong and relevant idea.

That is precisely why he considers the Digital Creative Competition to be of great value to the industry.

“The DCC challenges creatives to think freely about the possibilities of Digital Out of Home. That is important, because a competition like this helps drive the industry forward. The competition provides a platform for ideas that surprise, push boundaries and sometimes even reveal what we didn’t yet think was possible. I’m therefore really looking forward to the entries. I’m hoping for work of a high standard, but above all for ideas that really manage to surprise the jury.”

Man versus machine

This year’s DCC is centred on the theme of man versus machine. AI is playing an increasingly significant role in the creative process. Technology can assist in the development, visualisation and realisation of concepts. At the same time, this development raises the question of where human creativity continues to make the difference.

When assessing entries, the jury therefore looks beyond what is technically possible. The idea remains the guiding principle. Does the concept resonate or surprise? Does it inspire people to take action? And does it make clever and distinctive use of the power of Digital Out of Home?

Drawing on his many years of experience, Rick knows that new technologies offer unprecedented creative possibilities. But technology is not an end in itself. The best ideas only utilise technology when it demonstrably strengthens the concept.

From idea to visible campaign

An entry does not need to be fully produced yet. A compelling concept and permission from the relevant brand are sufficient. The winners will have the opportunity to bring their idea to life in collaboration with Ocean Outdoor and display it on a life-size scale.

There are two categories: Commercial and Non-profit. Gold, silver and bronze awards will be presented in both categories.

Do you have an idea that will surprise the jury? Submit it by 12 noon on Friday 28 August 2026 at the latest.

All you need is an idea.