Spark44 and MediaCom have secured the top prizes in Ocean Outdoor’s annual digital creative competition for bold out of home concepts created for Land Rover and the charity Rays of Sunshine.
This year’s winners were chosen by a panel of 19 expert judges drawn from the outdoor and advertising industry. The prizes were announced at an industry event hosted by Ocean at the National Gallery in London today (October 14). The awards were also live streamed.
Spark44 takes the first prize in the commercial brand category for #Outspiration which embraces the force of nature, encouraging people to look after their health and wellbeing by taking regular breaks outdoors. This highly immersive campaign uses the audio capability and connectivity of Ocean digital out of home (DOOH) screens to literally live stream nearby streams, creating beautiful, inspiring windows into nature right on our doorsteps.
Created by MediaCom, first prize in the charity category goes to Rays of Sunshine for Making Children’s Wishes Real, a delightful, interactive campaign which uses movement and other tech to turn imaginative drawings by seriously ill children into reality, just like the charity makes their dreams come true.
Commenting on the 2021 winners, Ocean UK joint managing director Phil Hall said: “The return of our annual digital creative competition following a one year hiatus is marked with yet more exceptional work, much of which takes its inspiration from what we have all experienced over the past 18 months.
“Digital out of home is a broadcast medium which reaches people on different levels and in ways they least expect. Brands that create emotional connections are outperforming their competition and reaping the commercial rewards. DOOH is the platform to deliver all of that, priming other media channels and creating meaningful and often highly sharable content in the process.
“This year’s winners leverage every technical capability of DOOH to provide support, deliver important messages and spread some positivity. We commend all of our winners and look forward to taking their concepts forward, working collectively to help the people and the communities where we operate.”
Unsurprisingly given the challenges of the past 18 months, all three winning concepts in the commercial brand category take mental health and wellbeing as their principal theme.
Second place is awarded to The&Partnership for Pets at Home which uses the many interactive capabilities of DOOH to demonstrate how pets of all kinds can relieve stress and make us happier. And third prize goes to krow and Toolstation for The World’s Most Supportive Poster, an important call to action which puts the mental health of tradespeople working in the construction industry first.
In the charity category, Engine takes second prize for the national out of home charity Missing People which combines deep learning technology with the capabilities of Ocean’s full motion portfolio to build the first ever search network for the smartphone era.
Third prize goes to Forever Beta for a campaign created on behalf of The Big Issue Foundation to help vendors reclaim their place on the High Street following the most challenging period in the history of the charity which saw them lose £8.25million in magazine sales.
The six winning agencies and their clients share £500,000 worth of airtime for their campaigns to be showcased across Ocean’s multiple environments and iconic digital formats in cities across the UK. Previous winners of Ocean’s digital creative competitions have gone on to win five prestigious Cannes Lions, including a silver Outdoor Lions this year for The Old Piccadilly Lights which was created by Anomaly for Ancestry.
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