Outdoor ASIA - July 2018

56 August 2018

THINK DIGITAL

B

y 2050, the plastic polluting our oceans will outweigh

the marine life. To highlight this environmental risk,

WCRS created The Ocean’s Biggest Threat, a digital

out of home campaign for Sky Ocean Rescue, to mark

Plastic Bag Free World Day on July 3. Conceived by

WCRS, Engine’s creative agency, Sky Ocean Rescue:

The Ocean’s Biggest Threat, won the commercial

category in Ocean’s annual digital creative competition

which fosters the creative potential of DOOH.

IThe interactive campaign was launched on July 3

at Westfield London with a domination of Ocean’s

spectacular large format full motion digital out of

home screen in Eat Street. The aim was to encourage

passersby to discover what is the most menacing

danger lurking in the oceans by filling the screen

with the silhouette of a menacing, deep sea creature,

accompanied by the headline “Discover the ocean’s

biggest threat”. Participants were invited to use their

mobile phones to connect with the screen via its free

wifi.

A combination of 3D technology, video and streamed

data then turn their phones into virtual torches which

can be used to detect what is really casting the shadow

on the screen. At that point, the torches revealed that

the biggest threat to our oceans isn’t sharks or sea-

monsters, its single-use plastic.

Dino Burbidge, WCRS director of innovation and

technology said: “The fight against plastic is an issue

particularly close to WCRS and Engine Group’s heart.

We are immensely proud to join the single-use plastic-

free crusade alongside Ocean, Sky Ocean Rescue and

Westfield. The campaign has also allowed us to mix

creativity, technology and data to push the boundaries

of what is achievable in modern billboards, using

live high definition 3D rendering, layered video and

streaming data connections that send the phone’s

movements to the billboard in real-time.”l

WCRS & Sky Ocean Rescue

reveal biggest threat to seas