The Drum Awards Festival - Official Deadline

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Agency: WCRS
Date: Jul 2018
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By 2050, the plastic polluting our oceans will outweigh the marine life. To highlight this environmental risk, WCRS has created 'The Ocean’s Biggest Threat', a digital out of home campaign for Sky Ocean Rescue, to mark Plastic Bag Free World Day.

The interactive campaign broke on 3 July 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 will be 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. The initiative is 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.

Further activity features on Ocean screens in Manchester and Glasgow and on several screens throughout Westfield London. The activity will be amplified by social media.


Simon Robinson - Creative Director - WCRS

Dino Burbidge - Director of Technology & Innovation - WCRS

Alicia Job - Jessica Watson - Creatives - WCRS

Liam Chapman - Creative Technologist - WCRS

Bradley Woodus -Mike Downey - Agency Producers - WCRS

Richard Williams - Senior Account Director - WCRS

Ocean - Media Owner

Adele Aitchison, Will Sharples - Planning - WCRS

Absolute - Production Company