For our 17th annual Digital Creative Competition, our speakers, panelists and jury delved into how our industry can focus on creativity and new ideas in a world of AI. We championed emerging talent with our student category, and celebrated ideas that shape our future.
Gold Prize
By Publicis London
Lloyds leans into the fact that 46% of pet owners skip pet insurance but spend freely on pet clothing, partnering with fashion designers to create a collection of over the top outfits giving extra protection for those without cover. Using Ocean’s new Lens Spot tech, screen cameras overlay designer outfits on dogs in real time, turning a walk into street theatre and the dog into the star. Owners can then scan a code to receive an instant insurance quote. The campaign builds with a gallery of dressed dogs, supported by a flagship influencer runway.
The judges said: “For an insurance category to come up with something so funny elevates this right out of its category. A dog wearing spikes? Give the creative person a raise.”
Silver Prize
By Zeal Creative
Kleenex makes the invisible visible, tracking and displaying live pollen data, visualising particles the naked eye can’t see. Using Ocean React, live data and audio tech, the OOH screen updates in real time. As the pollen begins building, it irritates the logo to the point of a loud sneeze, reminding people to have their tissues ready before allergy symptoms take hold.
The judges said: “The insight is pretty clear. We got it and it made us laugh. It’s funny and it’s all about the brand, not a logo in the corner. Both cute and educational.”
Bronze Prize
By Ogilvy
Challenging the expectation for new mothers to just “bounce back”, Dove puts their postpartum bodies at the centre of the conversation to broaden standards and redefine what beauty after birth can look like. In a series of untouched intimate portraits, real mothers control the entire frame, tilting the camera to reveal their bodies on their terms. 3D DeepScreen brings striking visual depth to a simple, empowering message.
The judges said: “The mother having control of the frame is quite powerful. This is a really strong ad which benefits from the power of a strong brand idea. We found the idea visually arresting.”
Gold Prize
By Publicis London
One in six couples face fertility challenges and yet in the UK, access to NHS-funded IVF depends on where you live. Fertility Action applies the scale and power of OOH to expose an unfair system and build support for equitable fertility access.
This idea uses interactive technology to gamify the insight, inviting people to enter their postcode to discover if they’re one of the ‘lucky’ winners in the ‘Life Changing Lottery’. Drawing on the visual cues of lotteries, OOH turns a hidden inequality into a shared experience to drive petition signatures and make starting a family a right, not a gamble.
The judges said: “We’ve all learnt something we probably didn’t know, and it gets us to do something about it. The insights come over really well and land really clearly.”
Silver Prize
By Blacklist Creative
Players battle their way through waves of monsters made of rubbish in an animated interactive game which uses Ocean’s skeletal tracking to ‘take out the waste’ and build a recycling leaderboard. Inspired by low budget B-movies, the aim of WRAP’s game is to raise awareness about the rubbish generated in our cities, and the importance of all of us recycling right.
The judges said: “We love the use of entertainment to lift and elevate an important cause. It’s a fantastic idea and people will engage with it if they’re out with the kids.”
Bronze Prize
By Don’t Panic
Everything the Samaritans does is underpinned by the conviction that human connection has the power to prevent suicide. And with one in four people experiencing suicidal thoughts in their lifetime, their emergency phone service is a lifeline for those in distress. This idea uses Ocean React tech to highlight how many lifesaving calls are happening right now, the live feed dramatising the minute by minute, alarmingly high demand for the charity’s services.
The judges said: “This idea is super simple and powerful because tomorrow might be too late. It’s a live feed, which has just one level to pull.”
By Naya Cooper
With a monthly average of 6-8 million user visits to The Student Room, it’s easy to see that students want real, unbiased reviews and stories about uni life. Each of the 3 ads in this campaign shows that whilst being a student isn’t always easy, Lloyds has a variety of perks that can help with these issues (e.g. an empty fridge solved with £90 Deliveroo vouchers). Users can scan a QR code from the ad and use experiential mobile AR to view a virtual array of students’ photos of weird food combos, funny accommodation accidents, and other chaotic moments of uni life. Users can then add their own pictures and queue them to appear on the screen, where people can vote for the best photo to win prizes. As it is mainly based on mobile AR, the ads are scalable to most large format, high-traffic areas for bigger-scale crowd engagement where the ads will be most impactful, such as Eat Street in Westfield London. The ability to interact with the ad remains constant regardless of location.
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