A screen measuring metres high, interactive projections and digital artworks that move all around you from floor to ceiling.

This year, the Nxt Museum in Amsterdam provides a very fitting stage for the final of the Digital Creative Competition 2026.

During the DCC, Ocean Outdoor challenges creatives, agencies and brands to explore and push the boundaries of Digital Out of Home. The focus is not on the technology, but on the idea. The Nxt Museum is the perfect example of what can be achieved when creativity and technology reinforce each other.

Digital art that you don’t just look at

At the Nxt Museum, digital art is not confined to the boundaries of a screen. Images, light, sound and movement fill the entire space. Visitors do not merely view the artworks; they find themselves right in the midst of them. Sometimes the installations even react to their presence or movements.

This experience is in line with developments in Digital Out of Home. Outdoor advertising, too, has long since ceased to be merely about a message appearing on a screen. Digital screens can respond to their surroundings, utilise real-time data and invite people to get involved. In this way, a passer-by becomes not just a viewer, but sometimes also part of the concept.

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Man versus machine

This year’s Dutch DCC is centred on the theme of man versus machine. What influence does artificial intelligence have on the creative process? Where do humans and technology reinforce one another? And what role do human intuition, imagination and the ability to surprise continue to play?

This is another reason why the Nxt Museum is a perfect fit for this edition. The artworks showcase that technology, in itself, is not the end goal. It is only when a creator connects it to a clear and original idea that an experience is created which moves, surprises or provokes thought.

That is precisely what the DCC is all about. Technology is making more and more possible, but a strong concept still begins with human insight.

Final on 8 October

On Thursday 8 October, creativity, technology and Digital Out of Home will come together during the final of the DCC 2026. At the Nxt Museum, Ocean Outdoor will announce the winners in the Commercial and Non-Profit categories.

Would you like your idea to be among them? Entries can be submitted until Friday 28 August 2026 at 12.00 noon. Email your concept to dccamsterdam@oceanoutdoor.nl. One good idea is all it takes.