Agency: Bartle Bogle Hegarty
Second prize went to last year's winner British Airways for an Olympic themed campaign by Being and third place was awarded to The MicroLoan Foundation for its interactive appeal Pennies for Life.
The three winners will share £300,000 worth of advertising across Ocean Outdoor's digital network, which includes the external outdoor advertising at Westfield London and the Liverpool media wall at Lime Street station.
The winning ad from Grey, by Rachel Clough and Henrik Ridderheim, gets £150,000 of space for an ad using the idea of an interactive hedgerow from which people could use their smart phones and augmented reality to capture and set free animals.
The awards were presented at the IMax in London’s Waterloo by Ocean Outdoor chief executive Tim Bleakley in front of around 150 executives from media agencies, specialists and creative agencies.
The BA ad, by Jim Thomas and Bassam Abdel-Rahman at Being, offered passers-by the chance to win the opportunity to train with a British Olympian through the digital screen at Eat Street at Westfield London by acting out events such as sprint, javelin, discus or cycling.
The MicroLoan Foundation ad by Paul Hancock, Richard Warren, Greg Delaney and Gabrielle Gribbin at DLKW Lowe asked people to text the word "change" in order to complete the picture of an African woman made up pennies and each time the picture completes it is sent to a virtual gallery on the charity's website.
The winners were chosen from around 40 entries for their visually stimulating, innovative approaches, their use of full motion and layering as well as more interactive elements such as augmented reality and data streaming.
Alongside Bleakley and panel chairman Rich Sutcliffe, editor of Brand Republic, the judges included James Copley, chief operating officer of Kinetic; Glen Wilson, managing director of Posterscope; Steve Parker, managing director, MediaVest; Elizabeth Hillerby, campaign manager, BA; Alix Pennycuick, executive creative director of Publicis Modem.
Overall winner: Jordans 'Hedgerow Homes' by Grey
2nd Prize: British Airways 'They Will Fly' by Being
3rd Prize: The Microloan Foundation 'Pennies For Life' by DLKW Lowe
To view all this year's shortlisted entries visit the Ocean Outdoor competition website.
This article was first published on mediaweek.co.uk