McVitie’s and agency To Boldly Go have won Ocean Outdoor's inaugural Digital Creative Competition Grand Prix, scooping the prize for their "Dare to dunk?" campaign.
The triumph follows their gold award in the UK leg of the competition and subsequent judging, which pitted them against gold winners from more than 360 entries across six European countries.
The Grand Prix recognises the campaign's innovative use of interactive digital out of home, incorporating haptics and gesture control to challenge players to achieve the perfect chocolate digestive biscuit dunk.
The prize includes a one-week campaign of McVitie’s choice across digital screens including the Amsterdam Leidseplein, Stockholm’s Halo, The Iconic in Field’s Copenhagen shopping mall, Helsinki’s Redi Icon, The Cube in Oslo and London’s Piccadilly Lights. This is in addition to the £100,000 screen space already awarded to the UK gold winners.
"Winning the Grand Prix is a fantastic achievement,” said Aslı Özen Turhan, chief marketing officer at McVitie’s owner Pladis UK and Ireland. “This campaign perfectly captures the joy of sharing a biscuit moment, a cornerstone of the McVitie’s brand."
Helen Haines, director of strategic marketing at Ocean Outdoor Group, said the jury was “impressed by the campaign's playful execution and its ability to generate genuine engagement with the audience".
The Grand Prix jury consisted of leading creative figures from across Europe, including Christina Knight, founder and executive creative director of P Mad Women Academy/UKnight AB (Sweden); Therese Becke, chief executive of Pol (Norway); Jacob Klintrup, creative strategic director of Kadaver (Denmark); and Remy Kurpershoek, chief creative officer and managing director, Publicis Groupe (Netherlands).
The shortlisted agencies competing for the Grand Prix were Nordea Group Creative, Stendahls, NORD DDB, Rosser, The Barn, &Co / NoA, Mainostoimisto Convoy Oy, Total Design, Higuita, To Boldly Go, and Elvis. They are all 2024 gold winners of Ocean’s six national digital creative competitions which seek and reward original DOOH advertising concepts in Sweden, Norway, Finland, Denmark, the Netherlands and the UK.
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