Grand Prix

Entries 

Sweden

Commercial Gold

Zeta / Di Luva, “Stoccolma 1961”

by Hummingbirds

Passersby get to experience a location as it might have looked in the 1960s, with cars, people, and the urban environment shifting before their eyes. It is a historical narrative brought to life in the heart of modern-day Stockholm, demonstrating how digital out-of-home advertising can create entirely new experiences of a place.

What did Stockholm look like when Fernando Di Luca arrived in Sweden in 1961? With “Stoccolma 1961,” Hummingbirds transforms a digital outdoor screen into a window to the past.

Non-Profit Gold

Save the Children, “Fast Food that helps ”

by BBDO Nordics

With “Fast Food That Helps,” the term “fast food” takes on an entirely new meaning. BBDO Nordics utilizes Ocean’s interactive touchscreens to make it easy to contribute to Save the Children’s vital work. Much like in a fast-food restaurant, passersby can choose from various menus and sides. But instead of hamburgers, they are ordering food, clean water, and other necessities for children in vulnerable situations. Payment is made directly via Swish, transforming an everyday behavior into an opportunity to make a difference.

Norway

Commercial Gold

ARK, “Recommend a Book to the whole city”

by WAL

How can a personal book recommendation inspire an entire city to read more?

“Recommend a Book to the Whole City” transforms books people already love into live recommendations on Ocean Outdoor’s digital screens. At selected locations, passers-by can scan the ISBN barcode of a book they want to recommend.

The system automatically retrieves the relevant product information from ARK’s existing book database and generates a digital ad, featuring the book cover, title and price, clearly identified as a fresh recommendation from a reader. The ad is then displayed on nearby digital screens.

Non-Profit Gold

Mental Health Youth, “A brighter start to the day”

by WAL

Winter can be a difficult time for many young people. Short days and limited daylight can affect mood and energy levels, making the winter months particularly challenging for those experiencing seasonal low mood.

Mental Health Youth wanted to find a tangible way to make a positive difference in young people’s everyday lives.

Denmark

Gold

The Home Guard, “The Camouflage Detector”

By Nord CPH

The Home Guard is Denmark’s volunteer force, comprising over 15,000 active volunteers. Given the current security landscape, the Home Guard is looking to recruit more members.

The first step is to get people to even consider it. Right now, the target audience is already wearing something that resembles the beginnings of a uniform—camouflage is back in fashion. But have those wearing it considered that it could be more than just a fashion statement?

Using “Mixed Reality Mirror Immersion,” a digital out-of-home (DOOH) screen detects camouflage patterns on passersby and triggers a personalized message in real time. When no camouflage is detected, the screen instead shares stories about the volunteers who already don the uniform in their spare time. In this way, personal style becomes a moment for reflection, encouraging more people to consider the Home Guard.

Netherlands

Commercial Gold

Kit Kat, “Even Your Silhouette Takes a Break“

by WPP Production

What if your silhouette decides it’s time for a break? In ‘The Breaking Silhouette’, a digital version of a passerby appears on screen. At first, it mirrors their every move, but then the silhouette takes on a life of its own and enjoys a KitKat break. WPP Production brings the iconic brand promise ‘Have a break, have a KitKat’ to life as a personal, playful experience.

United Kingdom

Commercial Gold

Lloyds, “Over-protective pet wear”

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.”

Non-Profit Gold

Fertility Action, “The life changing lottery”

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.”

Finland

Gold

“The World’s happiest Olympic Team”

by the Finnish Olympic team

Finland is widely recognized as the world’s happiest country, yet happiness can take many forms. Building towards the Los Angeles 2028 Olympic Games, Olympic Team Finland introduces “The World’s Happiest Olympic Team” concept. Under the campaign tag “This is how happiness looks like,” the campaign redefines happiness beyond simple smiles. It showcases authentic, raw moments from athletes’ training and daily routines, capturing intense dedication, sheer effort, and post workout exhaustion alongside joyful celebration. This will boost national Olympic spirit in the run up to LA28. Use DOOH to make Finalnd Olympic journey an iconic, unifying national story.

Germany

Non-Profit Gold

“The Long Walk”, German Doctors e.v.

Millions of people worldwide lack reliable access to basic medical care, and German Doctors e.V. is working to change that. Our task is to make this abstract gap in care tangible and to convince people that their donation makes a difference.

For those of us in Germany, the nearest doctor is usually just a few minutes away. In remote regions of the Global South, getting to basic medical care can mean an arduous journey of hundreds of kilometers, often while already in need of medical help yourself.

What’s an ultrarunner compared to a family in the Global South? They regularly cover long distances just to see a doctor. We make this gap in care visible with an hours-long DOOH film that follows a family on their way to the nearest doctor, through heat and dust, day and night. A distance counter shows how far they still have to go. This lets passers-by experience the lack of care firsthand and moves them to donate.

Commercial Gold

The Digital Cookie Workshop, “Baking joy that brings people together”

Baking Christmas cookies is one of the season’s most cherished rituals. With the Digital Cookie Workshop, Diamant brings it to public spaces in an interactive way. A large-format DOOH screen becomes a virtual work surface covered in cookie dough. Passers-by scan the QR code, pick a favorite shape, and use their smartphone camera as a virtual cookie cutter, cutting as many cookies as possible within a time limit. No app or extra equipment is needed.

The idea turns Diamant’s core strength, the joy of baking together, into an attention-grabbing experience. Viewers become active co-creators in a mechanic that is instantly understandable, playful, and emotionally relatable. The activation also has a social dimension: the more cookies are cut, the larger Diamant’s donation of food and baking and cooking utensils to Tafel Deutschland, Germany’s food bank network.

The Digital Cookie Workshop unites tradition and innovation, mobile and DOOH, brand staging and social engagement. It doesn’t just make Diamant visible, it makes the brand tangible, turning a brief everyday moment into shared baking joy with real-world impact.