According to Winnie Hofstra, a copywriter at Higuita, taking part in the Digital Creative Competition is appealing because it allows you to come up with an idea without a brief.

The creative agency Higuita has taken part in and won the Digital Creative Competition in the Netherlands on several occasions. They have created campaigns for organisations including Nationale Opera & Ballet, UNICEF Netherlands, The Sina Foundation and Raketje.

A carte blanche for creativity

Within the commercial category, you decide for yourself which brand you’ll develop a concept for. This could be an existing client, or a brand you’ve always wanted to create something for.

“It’s a free pass to come up with a concept that you’d love to bring to life,” says Winnie. “No briefing – that’s nice for a change. Of course, the brand has to give its approval, but what brand wouldn’t want to do this?”

The winner will get the chance to bring the idea to life in collaboration with Ocean Outdoor. “You might soon see your concept on a life-size scale in your neighbourhood. It’s great for your portfolio and fun to show your mum.”

Making a difference through creativity

In the non-profit category, creatives can develop a concept for, for example, a charity, a foundation or a cultural organisation.

“It motivates me even more when I can come up with concepts that add value to the world. What’s more, by submitting an entry, you’re giving an organisation a tremendous opportunity. These organisations often don’t have the out-of-home media budgets that you can win through the DCC.”

A nice brainteaser

A concept for Digital Out of Home requires a specific way of thinking. Attention spans are short and the environment is full of distractions.

“You’ve got that one screen and no other context. Coming up with a concept that’s creative enough to grab people’s attention whilst also being simple and immediately clear is quite a brainteaser.”

After winning, the ideas are developed further in collaboration with Ocean Outdoor. An important lesson from previous campaigns: attention can never be taken for granted.

“You shouldn’t assume that people are interested in your message or want to interact with it. If you want to grab their attention, the instructions must be super simple and clear. And above all, it has to be fun.”

Watching, moving or participating in a playful way usually works better than a big or complicated action.

All you need is an idea

Which brand or charity have you always wanted to come up with an idea for? This is your chance to get started without a brief and see your idea come to life on a grand scale.

The deadline is Friday 28 August at 12 noon. So don’t wait too long – submit your idea to dccamsterdam@oceanoutdoor.nl straight away.