Odeon and NHS Blood & Transplant Win Ocean Digital Creative Contest

The Ocean Digital Awards celebrates pushing creative boundaries in digital Out-of-Home. Results for the competition were announced to a packed audience of more than 500 guests at London Waterloo’s IMAX on Thursday 8th October.

NHS Blood and Transplant’s blood donation concept took home the prize for the ‘Interactive’ category, while Odeon’s smarter cinema idea won the ‘Creative Techniques’ category.

The ‘Interactive’ category line-up was completed by Mini and RSPCA, who took home the second and third-placed prizes, respectively. Eurostar and London Cycling walked away with prizes as they claimed the second and third-placed positions for the ‘Creative Techniques’ category, which saw Rapport proudly nominated for its ‘Independence Day’ augmented reality idea.

Entries to the sixth edition of the competition grew by around 30% on last year. The winners shared a £450,000 prize in media space and a chance for their concepts to be produced and showcased on Ocean’s digital sites across the UK.

Last year’s winning campaign, created by WCRS for Women’s Aid, went on to collect gold and silver Lions at Cannes and a Silver Clio.

Claire Beale, Global Editor-in-Chief at Campaign, explained:

The great thing about these awards is the chance they give agencies to really showcase the breadth of possibilities that digital technology has opened up in the outdoor space, combining the flexibility, interactivity and immediacy of DOOH in exciting new ways.

Tim Bleakley, CEO at Ocean Outdoor, said:

“The winners are striking in the power of their visual ideas and innovative use of technology. They deserve to be recognised for their immediacy and relevance to their target audiences.

Odeon’s smarter cinema uses micro level audience data to serve hyperlocal live ads about ticket availability. In blood donation, an interactive app uses augmented reality to encourage people to give blood.

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