Look At Me, the astonishing Women’s Aid digital out of home campaign, one of the winners of Ocean’s 2014 Art of Outdoor competition, has been awarded a coveted Gold Cannes Lion.
Created by WCRS, Look At Me won the Gold Lion in Outdoor this week – it is of course, the second Ocean competition winner to collect a Gold Lions as ‘Pennies for Life’, a charity campaign by DLKW Lowe, won a Gold Cannes Lions in Mobile in 2013 – and British Airways was also shortlisted for an interactive out of home broadcast live from the Caribbean some five years ago.
Ocean marketing director Richard Malton told us “Ocean’s competition has educated and inspired our industry and helped deliver the success story of digital out of home so far. It has always been our ethos to stimulate understanding and exploitation of the medium to the best possible effect. Look At Me is exemplary and a worthy Gold Cannes Lion winner – the greatest prize there is. We congratulate everyone involved.”
WCRS worked with famed photographer Rankin, a long-time supporter of Women’s Aid, Ocean and posthouse Smoke and Mirrors to create Look At Me, interactive billboards which showed the image of a bruised woman with the simple imperative, ‘Look at me’.
The collaboration was truly a world first as the attention of people looking directly at the digital screens (monitored by Quividi cameras and audience measurement software) triggered an immediate change in the creative.
Timed to coincide with International Women’s Day on Sunday, March 8th, the creative raised awareness of the how domestic violence charity Women’s Aid saves lives and how society can make tangible changes in the fight against domestic violence.