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People looking at a billboard triggers a change in creative

In a world first for digital out of home, Ocean, Women’s Aid and WCRS are collaborating on an interactive campaign which shows how we can all make tangible changes in the fight against domestic violence.
Timed to coincide with International Women’s Day on Sunday, March 8th, the creative, by the leading London advertising agency WCRS, raises awareness of the how domestic violence charity Women’s Aid saves lives.
The collaboration is a world first because this is the first time the attention of people looking at the digital screens triggers an immediate change in the creative. Ocean exclusively operate facial recognition technology on large format Digital out of Home in the UK, and in delivering this campaign are the first organisation to utilise the gaze tracking element of the system to trigger or superimpose content for live playback in real time on the screens.
The campaign premieres on Thursday, March 5th at The Screen @ Canary Wharf in London and then rolls out to the The Screen @ New Street in Birmingham and Eat Street @ Westfield London on March 7th and 8th.
The initiative will also be supported on Channel 4 with a specially introduced 30 second prime time TV spot designed to amplify the message during the centre break of brand new drama Indian Summers on Sunday, March 8th. The spot will be repeated at 7.20pm the following day in Channel 4 News’ ad break. Promotion of these TV spots will also run across some of Ocean’s most high profile Digital out of home locations in the UK.
The campaign is already an award winner, taking the Interactive Award in Ocean’s annual Art of Outdoor competition 2014.
WCRS worked with famed photographer Rankin, a long-time supporter of Women’s Aid, Ocean and posthouse Smoke and Mirrors to create the interactive billboard which shows the image of a bruised woman with the simple imperative, “Look at me”.
In awarding the WCRS/Women’s Aid campaign the Interactive Award in Ocean’s annual Art of Outdoor competition 2014, the judging panel said: “This campaign figures out how many people are looking at the screen – and the longer you look at it the more it changes. This has not been done before. So, paying attention has a positive effect. It’s very clever.”
To learn more about Women’s Aid visit www.womensaid.org.uk
Via: Ocean Outdoor

Top Shop / Twitter and Women’s Aid Top Ocean’s Annual Art of Outdoor Digital Awards

Ocean today (October 9 2014) announced the winners of our annual Art of Outdoor Digital Competition, which celebrates pushing the creative boundaries in digital out of home advertising.
Top Shop/Twitter and the charity Women’s Aid were named overall winners at an awards breakfast at London’s IMAX cinema before an audience of more than 500 guests from the UK’s media, creative and advertising sectors.
Top Shop came first in the Creative Techniques category for a campaign created by Twitter UK which uses real time Twitter data to showcase the latest catwalk fashion trends live across Ocean’s digital outdoor UK network, The Grid.
Domestic violence charity Women’s Aid received the Interactive Category First Prize for a campaign utilising facial recognition technology to demonstrate how it only takes one person to notice domestic abuse to start making a change. The campaign was created by WCRS.
British Airways picked up two awards, one in each category, joining an impressive list of runners-up together with Spotify, NEST and The North Face.
Entries were judged by a panel of 13 cross discipline industry experts.
Ocean CEO Tim Bleakley said: “The fifth year of the competition gave us a record number of entries and the strongest shortlist we have seen in five years. Our winners are striking in the power of their visual ideas combined with innovative use of technology. They deserve to be recognised for their immediacy and relevance to their target audiences.”
Rachel Bull, Editor of Brand Republic which partners Ocean on the competition said: “Previous competitions have demonstrated the sheer potential, but this year’s competition has significantly raised the bar. Here’s proof that digital out of home really is the must have media to get your brand noticed.”