Ocean Outdoor has launched a 'live' creative competition offering UK creatives the chance to win an advertising campaign worth £250,000.
To take part creatives upload an ad to the competition's website and it will then go live, almost immediately, on some of Ocean's outdoor digital screens in London.
Entry categories include full-motion, layering, subtle-motion and interactivity.
The winner will be chosen by a "panel of industry experts" and the general public. The public vote will come from people passing through Westfield in London, who will be encouraged to vote for their favourite ad online.
Judges will be looking for "innovation and ideas that exploit how digital out of home engages with the consumer and delivers greater effectiveness for advertisers".
Craig Morgan, managing partner at Elvis and one of the judges, said: "I'm really looking forward to being involved in such a unique competition. For a creative to see his work immediately in the media environment will really enhance the creative possibilities. I'm sure that it will lead to some exceptional work."