By 2050, the plastic polluting our oceans may outweigh the marine life and to highlight this environmental risk, WCRS [1] has created The Ocean’s Biggest Threat, a digital out of home campaign for Sky Ocean Rescue [2], which marked Plastic Bag Free World Day on Tuesday, July 3.
Conceived by WCRS, Engine’s creative agency [3], 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 digital out of home.
The interactive campaign broke 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 is 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 are invited to use their mobile phones to connect with the screen via its free wifi.
A combination of 3D technology, video and streamed data will then turn their phones into virtual torches which can be used to detect what is really casting the shadow on the screen. At this point, the torches reveal 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 told us “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.”
The initiative is being supported by Westfield London which is planning a plastic bag amnesty, encouraging visitors to say no to single use plastic bags for the day by accepting reusable non-plastic Sky Ocean Rescue totes instead.
Head of inspiring action, Sky Ocean Rescue, Fiona Morgan, added: “We’ve all become plastic addicts – it’s all over our food, drinks, clothes and a normalised part of the shopping experience. We hope that with this interactive display we will capture the attention of shoppers this International Plastic Bag Free Day and inspire them to pass on plastic. From using reusable shopping bags, coffee cups and water bottles, to simply choosing not to buy single-use plastic packaged items in the first place, we can all make simple changes to stop our oceans drowning in plastic.”
The campaign started with the Westfield London domination on July 3, with supporting activity in Manchester (The Printworks) and Glasgow (St Enoch). The creative will also feature on several screens throughout Westfield London on Saturday, July 7.
Production credits:
Client: Sky Ocean Rescue
Agency: WCRS
Creative Director: Simon Robinson
Director of Technology & Innovation: Dino Burbidge
Creatives: Alicia Job, Jessica Watson
Creative Technologist: Liam Chapman
Agency Producers: Bradley Woodus, Mike Downey
Senior Account Director: Richard Williams
Media Owner: Ocean, Westfield London
Planning: Adele Aitchison, Will Sharples
Production company: Absolute