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WCRS and Born Free make a splash with DOOH for World Orca Day

International wildlife charity the Born Free Foundation marked World Orca Day on July 14 with an integrated campaign which saw Ocean Outdoor’s spectacular large format full motion out of home screens transformed into virtual tanks.
Conceived by WCRS, a winner of Ocean Outdoor’s annual digital creative competition, #TankFree uses CGI technology and visual effects from The Mill London to create a series of magnificent life size animated orcas which the public were invited to set free from captivity and return to their natural habitats.
Over the course of World Orca Day (July 14), supporters were asked to help free captive orcas by texting a donation to Born Free. Each £5 donation received causes a captive orca to jump out of the DOOH screen and swim through other nearby sites to freedom. Its escape triggers the arrival of another captive orca, which swims into the virtual tank, triggering further donations.
Celebrated actress and Born Free co-founder Virginia McKenna OBE said: “There are currently 62 orcas in the world which are forced to live in cramped conditions and perform unnatural tricks at marine parks and aquariums. This highly visual, dynamic appeal, created for us by WCRS and Ocean, will help in our mission to end the practice of keeping cetaceans in captivity.”
WCRS creative director Steve Hawthorne said: “Sometimes the most powerful way to get a problem across to people is simply to show it to them in a way that’s hard to ignore. Creating life sized orcas, in digital screens the same size as the tanks that many orcas are kept in, allowed us to do just that.”
#TankFree featured for the day across five “hero” city centre locations including Westfield Stratford, London, the Birmingham Media Eyes, Liverpool Media Wall, The Screen @Arndale in Manchester and St Enoch, Glasgow, from where the captive Orcas will be freed. A further six Ocean screens carried supporting graphics to raise awareness and donations on the same day (July 14).
Out of home and experiential activity was supported by prominent Born Free celebrity patron Lady Victoria Hervey, who visited Westfield Stratford to see the campaign for herself on July 14. Born Free promoted the day’s activities widely on social media, using #TankFree to encourage engagement across the country.
Ocean Outdoor head of marketing  Helen Haines said: “Equating the screen size with the size of a tank is a powerful message. This campaign is a beautiful use of creative out of home spaces and it’s nice that the connection, interaction and positive action coincides on one day. This is a worthy winner of Ocean’s digital creative competition which looks to celebrate big, bold new ideas.”

Ocean Digital Creative Competition announce winners

WCRS, Kinetic Active and 18 Feet & Rising will have their concept ads for Churchill, McVitie’s, Warner Brothers and Born Free brought to life after winning in Ocean Outdoor and Campaign’s creative contest.
The results were announced to a 500-strong audience at London’s IMAX last week
The digital out-of-home ads will now be developed and share in a £650,000 prize pot to fund their appearance on Ocean screens in the UK and in New York and Hong Kong over the next 12 months.
First prize in the Creative Techniques UK category was awarded to WCRS’ campaign for Churchill. “Churchie’s Drive-Thru Car Insurance” uses Ocean’s vehicle recognition technology to allow “Churchie” to serve passing drivers with cheeky, personalised messages about their cars, as if from a retro American drive-through diner’s serving hatch. The aim is to reflect the brand’s fast, dependable service, with a cheeky twist.
An interactive robot that conducts dunking experiments to discover what biscuit has the most staying power is at the centre of Kinetic Active’s campaign for McVitie’s, which triumphed in the Interactive UK section.
The public control D.U.N.C.A.N. (above) with an iPhone or iPad, to choose which biscuit to dunk. The player with the highest dunk record will win a year’s supply of their best biscuit.
Two international prizes were awarded for the first time this year. 18 Feet and Rising’s idea to mobilise support to stop the slaughter of African elephants for their ivory trampled on the competition to take the Creative Techniques prize for Space for Giants.
In “March for Giants”, the public and companies are invited to generate personalised baby elephants and branded adult ones, respectively, who will join a virtual march across out-of-home screens internationally.
The international prize in Interactive was plucked by a game featuring people pulling Excalibur from the stone by Kinetic Active to mark the release of client Warner Brothers’ film King Arthur by Guy Richie. Both international winning campaigns will run across screens in London, New York and Hong Kong.
Runners-up were:
Creative Techniques UK second prize – WCRS’ “Free me from this poster” for the Born Free Foundation
Creative Techniques UK third prize – the7stars’ “Magic, bringing guilt-free happiness to life” for Bauer Media
Interactive UK second prize – WCRS’ “Save the Bees” for the Bumblebee Conservation Trust
Interactive UK third prize – 23red’s “One You Active 10” for Public Health England.
The seventh annual contest drew a record number of 81 entries. Claire Beale, Campaign’s global editor-in-chief and one of the judges, said: “Plenty of the entries into this year’s awards demonstrated a real understanding of the potential for digital out-of-home screens to be the screens of the future, using technology to help engage our emotions on a new level and tell stories in ways that would simply have been unthinkable in the era of bucket and paste posters.
“For all of those reasons, judging the submissions this year was a genuinely exciting experience. Many congratulations to the visionary winners.”
Ocean chief executive Tim Bleakley said the “growth of entry numbers and the scale of the ideas reflect the pace at which digital out-of-home is evolving as a medium of stature and impact.”
Previous winning campaigns include WCRS’ “Look at me” ad for Women’s Aid and MicroLoans “Pennies for Life”, which both generated global PR and went on to win Cannes Lions.
Via: Campaignlive
For more on the 2016 winning campaigns, see Campaign’s 21 October issue and visit oceanoutdoor.com.

Ocean announces judges for digital out-of-home competition

Rob Potts, an executive creative director at Saatchi & Saatchi, and Ross Neil, an executive creative director at WCRS, are among the creative and media execs on the judging panel for Ocean’s Art of Outdoor competition.
Presented in partnership with Campaign, the awards will honour the best creative work in digital out of home advertising, including full motion, subtle motion and interactive.
Other judges include: Emma de la Fosse, a chief creative officer EMEA, OgilvyOne; Matt Levers, a creative director at VCCP; Tom George, the chairman UK and Northern Europe at MEC; and the Campaign global editor-in-chief, Claire Beale.
James Copley, a managing partner at Talon; Stuart Taylor, the UK chief executive at Kinetic; Glen Wilson, the UK managing director of Posterscope; Chris Marjoram, the managing director of Rapport; Adrian Cotterill, the editor-in-chief, Daily DOOH; and the Ocean chief executive, Tim Bleakley, complete the panel.
Entrants will have the chance to win a share of a £450,000 prize pot and to showcase their work on Ocean’s premium digital sites across the UK.
This is the sixth year of the competition, which is free to enter. There are two categories for the best interactive and creative work.
The deadline for submissions is 28 August, and winners will be announced at an industry summit and awards held at the Imax in London on 8 October.
Richard Malton, the marketing director of Ocean, said: “Ocean’s competition has educated and inspired our industry and helped deliver the success story of digital out of home so far. It has always been our ethos to stimulate understanding and exploitation of the medium to the best possible effect.
“I am sure the 2015 competition will surprise and inspire in equal measure.”
For details on how to enter, visit the Ocean website.
Via: CampaignLive