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Bringing the sea to urban cities

A campaign designed to make people think of the sea when it rains has won the Ocean digital creative competition.

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The Sea in the Sky campaign on a large-format screen in Glasgow

Glimpse, and the not-for-profit collective, We Are Ocean, came up with the idea to connect cities and the seas in an out-of-home (OOH) campaign called The Sea is the Sky.

Designed to “recalibrate the relationship between inland urban populations and the world’s oceans,” the campaign uses animated scenes which are powered by live global weather patterns and the rain.

When it rains, the screens will display a variety of marine creatures such as octopus, turtles, a hammerhead shark and an Arctic narwhal.

This lovely campaign is a superb example of how to use digital OOH properly

The campaign which was brought to life by Glimpse and DOOH.com, is being rolled out across six large-format screens in London, Birmingham, Edinburgh and Newcastle and across the entire Loop networks in Manchester and Birmingham.

By making the ocean tangible even in built-up urban areas of the UK, the creators hope the campaign will inspire community action to protect the planet’s oceans and marine life.

Dan Burgess from We Are Ocean says: “Most of us know the ocean is in trouble, but we live in inland cities, which feel worlds apart from the ocean.

The Sea in the Sky campaign is being rolled out across the Loop networks in Manchester and Birmingham

“We love how this campaign uses something as everyday as rain to make the ocean tangible and improve ocean literacy, that is: understanding the ocean’s influence on us, and our influence on the ocean.”

The concept was recognised in a new award category which aligns brands or charities with Ocean for Oceans, an initiative which uses Ocean’s screens to help stop single-use plastic polluting the world’s seas.

“This lovely campaign is a superb example of how to use digital OOH properly,” says Jeremy Taylor, managing partner of DOOH.com, who describes the campaign as a “fantastic use of the medium.”

“By marrying a visually compelling creative with a relevant contextual angle, it brings what is an important message to life beautifully,” Taylor concludes.

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.

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