BBH and St Luke’s Communications have been awarded the top prizes in Ocean’s 9th digital creative competition for digital out-of-home concepts created for the furniture retailer Swoon and The National AIDS Trust.
BBH takes the top brand prize with Swoon – Obsessed, a stylish game which uses Ocean’s responsive screen technology to tap into peoples’ passion for great interior design pieces. The longer people stare at a chosen item of furniture on a screen, the greater their chances of winning it.
Created by St Luke’s Communications, Rock the Ribbon uses Ocean’s motion gesture technology to transform people into virtual dancing red ribbons as they perform in front of a screen. The campaign, which supports The National AIDS Trust, takes the top charity prize.
There were also awards for McCann London for Microsoft Xbox, Drum – Omnicom Media Group for Škoda, ALLGOOD for the CyberSmile Foundation and Partners Andrews Aldridge for the Spinal Injuries Association.
Ocean CEO Tim Bleakley said: “Ocean organises this competition to challenge brands and agencies to reimagine the creative possibilities of digital out-of-home. This year we have received record entries and some stunningly simple, bold ideas which do just that.
“The winners are striking for their visual impact and the innovative use of DOOH technology to meet business objectives. All of them show how technology can engage with audiences in imaginative and immediate ways. I look forward to seeing their concepts brought to life.”
New for 2018, Ocean also called for ideas which align brands or charities with its Ocean for Oceans initiative which is using Ocean’s screens to help turn the global tide on plastic to stop it polluting the world’s seas.
The two winners in this category are Glimpse for Sea Change and 23Red for City to Sea.
Competition was stiff, with a record 150 entries which were judged by a panel of 18 advertising industry experts.
The awards were presented before an invited audience at London’s IMAX on October 11.The winners share a £650,000 prize pot and the chance for their work to be showcased across Ocean’s iconic UK DOOH locations.