Entries open for digital out-of-home creative competition

WCRS’ 2017 winner “The Ocean’s Biggest Threat” for Sky Ocean Rescue
The contest awards as-yet-unmade concepts and helps bring them to life, with winners sharing £650,000 of screen space.

WCRS' 2017 winner "The Ocean's Biggest Threat" for Sky Ocean RescuePrevious winning entries have gone on to pick up Cannes Lions; most recently, WCRS lifted a silver Lion this year for #TankFree.

The competition is free to enter, with entries submitted online. The closing date is 24 August and the winners will be announced at an awards ceremony on 11 October at the Imax in London.

Judges will be looking for ideas that harness the scale, creativity and technical capability of digital out-of-home, placing DOOH at the heart of a campaign and aligning it with other platforms and channels.

There is one category of entry, although concepts will be segmented by brand and charity during the judging process.

 Entrants can use any of Ocean’s formats which include:

  • Roadside
  • Full motion, with use of The Grid and The Loop.
  • Retail, combining DOOH and mobile
  • Experiential and screen
  • Vehicle detection networks
  • Facial recognition or Look Out networks
  • Wi-fi
  • Live streaming

This year, the contest is also open to ideas that align brands or charities with its Ocean 4 Oceans initiative which is using Ocean’s screens to help turn the global tide on plastic polluting the world’s seas.
Last year’s winners included WCRS’ “The Ocean’s Biggest Threat” for Sky Ocean Rescue, which marked World Plastic Bag Free Day on 3 July, and MullenLowe London for Dulux’s “Let’s Colour” and Persil’s “Get Out Here”.

 Ideas that have proved to work best in DOOH:

  • use movement as it increases memory encoding by two-and-a-half times;
  • target audiences at different times of day;
  • integrate all types of data stream;
  • are amplified with a range of complementary technologies;
  • are simple.

Ocean’s head of marketing Helen Haines said: “This is an opportunity for visionary creative minds to explore and test the infinite possibilities of digital out of home advertising in all its forms.

“We are seeking effective, simple ideas which are aligned with the opportunities our screens afford to surprise, engage and connect at scale with different audiences in different environments using a combination of Ocean technologies. All you need is an Idea.”

Enter at the Ocean Digital Creative Competition website. 

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