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WCRS, Leo Burnett and MullenLowe London were the big winners of the day and were celebrated alongside Mcgarrybowen London, who was also placed, in front of a 500-strong audience at Waterloo's BFI iMax, the UK's biggest screen.
Their prize is to see their concepts brought to life with Ocean's help and to share in a £650,000 media spend to run them across Ocean's screens in the UK and internationally over the next 12 months.
Two of last year’s winners were an ad by WCRS for the Born Free Foundation which turned Ocean screens into virtual captive Orca tanks to mark World Orca Day, and "March for Giants" by 18 Feet & Rising, a campaign in which a herd of digitally-generated elephants marched across screens in the UK, US and the Far East.
The number of ideas submitted reached a record level of 131 entries this year which were judged by a panel of industry experts. There were two categories - commercial and charity - and one international prize.
Ocean chief executive Tim Bleakley said the eighth competition attracted "outstanding creative ideas".
The winners are striking for the power of their visual ideas and innovative use of DOOH technology to achieve business objectives," he said. "They’ve been recognised for their immediacy, impact and relevance to their target audiences. I congratulate the winners and look forward to seeing their concepts brought to life."
Commercial Category
First prize
Sky Ocean Rescue - "The Ocean's most terrifying killer" by WCRS
Nowhere is a piece of plastic more prevalent than at shopping centres. On World Ocean Day, WCRS transforms Ocean screens into deep-sea worlds of menacing shapes casting strange shadows. People can connect to the screen via the screen's free wifi, turning their phone into a virtual torch to see what is casting the shadow. At this point, their torch reveals that the biggest threat to our oceans isn’t sharks or sea-monsters: it’s plastic. Volunteers will hand participants re-usable bags, tackling one of the issues of plastics waste right where it matters.
Second prize
Persil - "Get out here" by MullenLowe London
Persil live-streams footage to Ocean screens from local parks, featuring live data and dynamic copy to show the walking distance to get there. The big idea is to get families out here and to get more children outdoors and active in their local places of play.
Third prize
Arial - "Look like new" by Leo Burnett
This idea uses RFID technology to track items of clothing as shoppers leave a store with their purchase. As they walk towards an Ocean screen, Ariel serves them a personalised message congratulating them on their new garment. The "Look Like New" message is simple, telling the shopper about the benefits of using Ariel 3in1 pods to keep their new clothes pristine.
Charity Category
First prize
British Dyslexia Association - "A moment of dyslexia" by Leo Burnett
The longer you stare at this poster, the more difficult it becomes to read, as letters and words are jumbled and dance around. It's how it feels to be dyslexic. In a bid to create a more dyslexic-friendly society, this campaign uses long form copy on screens fitted with audience recognition technology, the words and letters becoming jumbled and harder to read the longer people stop and look at it. The aim is to help non-sufferers understand what it’s like to be dyslexic, to drive donations to the charity and raise awareness of Dyslexia Awareness Week.
Second prize
Art Fund - "Art for everyone" by MullenLowe London
To mark Museum Week 2018, people are invited to stand in front of a screen and have their pictures taken. Facial and body recognition technology will analyse their expressions and body positions to sort through an Art Fund database to find the work of art that best resembles them. The aim is to make art more accessible and encourage more people to invest in a National Art Pass.
Third prize
NSPCC - "Disappearing children" by Mcgarrybowen London
This campaign for the NSPCC uses Ocean’s Westfield London screen to demonstrate the uncomfortable fact that more than 1,200 children went missing in the UK last year and are believed to have been trafficked. The campaign broadcasts a live stream of people who are walking within the vicinity of the screen, but with all the children appearing only as silhouettes. The aim is to provice a powerful and impactful metaphor to illustrate the prevalence of sexual exploitation and modern slavery.
International Prize
Dulux - "Let's colour the world" by MullenLowe London
This cheerful idea for Dulux uses Ocean’s alliance network to invite people to colour the world. In a special live stream linking selected participating cities, people can connect to their local screen live via their phone and literally colour the streets of the international destination it is linked to in real time.
The 2017 judges
Claire Beale, editor-in chief of ±±¾©Èü³µpk10; Anna Carpen, executive creative director at 18 Feet & Rising; Aaron Goldring, executive creative director at Partners Andrews Aldridge; Neil Richardson, creative director at Leo Burnett; Gill Reid, board director, out of home, Mediacom; Glen Wilson, managing director of Posterscope; Stuart Taylor CEO of Kinetic; Chris Marjoram, managing director of of rapport; Andy Tilley, managing partner and chief strategy officer of Talon; Gareth Orr, head of OMD Create; Bill Moss, director of brand ventures and mall retail at Europe Westfield; Robin Behling, chairman of Feref; Sophia Amin director of PR and communications at IAB UK; Adrian Cotterill, editor-in-chief of Daily DOOH; Vasiliki Arvaniti, portfolio manager of Land Securities; and Ocean chief executive Tim Bleakley.
