The world’s first really live pig feed, a winner of Ocean Outdoor’s annual Art of Outdoor competition, has picked up two further creative awards from the Internet Advertising Bureau UK.

The campaign, created by Elvis for Compassion in World Farming, was recognised at the IAB’s Creative Showcase Grand Prix, winning the Boldest Brand Award and the Most Creative for a Cause award.

The live pig feed was originally created for Ocean’s Art of Outdoor competition, which invites agencies and brands to push the creative boundaries in digital outdoor advertising, becoming a 2012 winner.

The IAB commended Elvis’s campaign for its “charm and virtually-real concept”.

The outdoor campaign invited people to show their support for free range farming and better animal welfare standards by linking them live to a free range pig farm via Ocean’s Eat Street billboard at London’s Westfield Centre.

Shoppers were invited to feed the pigs by texting a number for £1. They were then sent a unique weblink, which connected them to an online broadcast and an accelerometer to operate a machine that scattered apples for the pigs.

The actual feeding machine was designed and built by members of the engineering department at LondonSouth BankUniversity.

Once fed, a personalised message of thanks appeared on the Eat Street digital billboard, together with a phone prompt asking people to make a monthly donation to Compassion in World Farming.

Ocean is a member of the IAB, its membership reflecting the synergy of digital outdoor with mobile and online advertising.

Ocean’s 2014 Art of Outdoor competition opens for entries shortly.