Women’s Aid wins grand prize for campaign
Celebrating 10 years of creating digital out-of-home campaigns, Ocean Outdoor has selected its Grand Prix winner of its annual creative competition.
Thursday, 20 Jun 2019 13:00 GMT
Look At Me was the world’s first visually powered DOOH campaign
Out of 23 previous winners, Women’s Aid and Engine took the top prize for their 2015 campaign, Look At Me, following an online public vote.
The innovative campaign, which coincided with Women’s Day, used facial recognition technology to allow the billboards to recognise when members of the public pay attention to the image of a bruised woman.
As more people pay attention to the billboard, the woman’s bruises begin to heal – demonstrating to passers-by that by taking notice, they can help confront the signs of domestic violence.
The award was announced at a reception at the Cannes Lions festival to mark ten years of Ocean’s awards programme.
Speaking at the event, Ocean’s chief executive officer Tim Bleakley comments: “This was a watershed for DOOH, drawing together large-format premium advertising with full motion, interactivity and gaze detection technology all in one moment.
This was a watershed for DOOH, drawing together large-format premium advertising with full motion, interactivity and gaze detection technology ”
"Is it any wonder that a clever combination of all those elements equalled the most awarded and memorable campaign of the last ten years?
“Look at Me is a classic, not just because it was highly original, but because it had all the necessary elements to drive that all important outcome - memory encoding.”
Look at Me went onto win more than 30 other industry awards, including two Cannes Gold and Silver Lions.
Inspired by the success of the campaign, Ocean has commissioned neuroscience research to explain how full motion, large-format screens deliver memory encoding which correlates with subsequent behaviour.
Bleakley adds: “Ocean is using neuroscience to help shape the next stage of the DOOH story. In doing so we hope to facilitate a new wave of creativity which both frames and aligns with our ‘digital cities for digital citizens’ philosophy.
"To get there, we have, and continue to develop, the toolkit. With the right supporting insights, the possibilities for brands, agencies and audiences are endless.”
If you have a news story, email summer@linkpublishing.co.uk or follow us on Twitter and LinkedIn to join the conversation.
