Brands use tech to help endangered animals in ‘March for giants’ campaign

The “March for giants” campaign, which is the first to use digital out-of-home in this way, was an International Winner in the 2016 creative digital competition run by Campaign and Ocean Outdoor.

Corporate donors will be invited to create an elephant decorated with their logo and brand colours for £5,000, the cost of protecting an elephant for life
Individuals and companies will be able to generate their own branded adult and baby elephants to swell the herd which will march in real time across Ocean’s high-impact digital outdoor sites in the UK and across some of their Alliance partners screens in Hong Kong and New York. The campaign supports the work of the conservation organisation Space for Giants.

Corporate donors will be invited to create an elephant decorated with their logo and brand colours for £5,000, the cost of protecting an elephant for life in the wild in Africa. Individuals will have the chance to name a baby elephant for £5 or sign up to an annual subscription of £5-a-month, which will protect an elephant for one year.

The virtual herd will be created and grow online during March before being released across five giant digital out-of-home screens operated by Ocean. These include Tsim Tsa Tsui in Hong Kong, Times Square in New York, Westfield Stratford City in London, The Media Eyes at Grand Central in Birmingham and the Manchester Printworks.

The march will begin in Hong Kong on March 23 before moving to New York and on to London on March 24. It will continue to Birmingham on the following day and end in Manchester on March 26.

Corporate donors already signed up to the “March for giants” include National Express, Givergy, Made by Riley, The Delta Group, Westfield, Chantecaille, BCD Travel and First Avenue.The march will be supported in social and broadcast media by a network of celebrities, social influencers and international news networks across the world.

William Thacker, creative director at 18 Feet & Rising, approached Space for Giants after the 2016 Great Elephant Census reported that a third of all African elephants have been wiped out in the last seven years.

The creative digital competition run by Campaign and Ocean rewards creative concepts that are later brought to life on Ocean’s digital screens. “With the competition open, we saw an opportunity and real possibility of securing some global media on a scale significant enough to make a difference to an extremely serious and unreported issue,” said Thacker. Digital agency Popped also worked on the campaign and worked on digital integration.

“To see this march of virtual elephants unfold across the world is a massive ideas made possible by an incredible team,” said Tim Bleakley, chief executive of Ocean Outdoor. “The creative concept and cause are worthy winners of our creative competition.”

Source: Campaign

“This is a worldwide media first for our industry, supporting an amazing charity and delivered across multiple channels simultaneously. This is why I approached ‘18 Feet & Rising’ at the Ocean award ceremony offering our complete and free support” Andrew Phipps-Newman – CEO

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DOOH Lights Up Eindhoven & Madrid

This week DOOH went international again and provided a dynamic campaign for Lays around the UEFA Champions League. Using their special promotional packs we got football fans to #CheerForYourFavourite.

We projected fans instantly onto The Blob in Eindhoven and the screen in Callao Square in Madrid. Using our Hero system we then shared their Hero moment with them via social media.




Speed Triggered Campaign for Jaguar

In our latest project with Kinetic Active we worked with creative agency Spark 44 and Jaguar to deliver relevant creative triggered by the speed of the traffic travelling through Euston Underpass (Outdoor Plus).

The creative referenced the specific speed of the current traffic to show off the Jaguar F-Pace to road users.


Euro 2016 begins with The Sun

In Kinetic Active and’s latest collaboration we have teamed up with News UK’s in-house creative agency; Pulse to bring Euro 2016 to DOOH across the UK for The Sun.

With over 1000 screens across 7 media owners this is one of the largest dynamic campaigns of its kind. A team will regularly publish regional updates in anticipation of matches. Updates will increase during all matches of Euro 2016 to give people a special commentary on all the important match developments via DOOH.




Socialite Steam Passage1 helps runners over the finish line

Our latest project launched on Saturday on One Piccadilly with Kinetic and Abbott.

As one of the sponsors of the London Marathon Abbott wanted to congratulate runners by showing their names on one of London’s most iconic landmarks. Over two days names were displayed on One Piccadilly and captured using Hero™ to share with the runners on Monday via an Abbott website;



‘Bigger Issues’ campaign sees 45% increase in awareness of male suicide

Back in November 2015 we worked on an amazing campaign with Lynx, CALM and Kinetic on a campaign raising awareness about suicide in men under 45. A YouGov poll showed that awareness has gone up by a massive 45%!

Here’s what CALM had to say about this amazing increase in awareness:

CALM is delighted to announce the success of the #BiggerIssues campaign in raising awareness that suicide is the biggest single killer of men aged under 45 by a massive 45%.

The campaign, which launched in partnership with Lynx on 2nd November, was backed by MPs, celebrities and suicide prevention charities alike, and culminated in a ‘Thunderclap’ message via social media reaching some 23.4 million people on the morning of International Mens’ Day (19th November) with a debate on men and the issue of male suicide in Parliament that afternoon.

Throughout November, CALM also managed other targeted awareness campaigns, including a partnership with Planet Rock Radio and a London based ‘Mind The Chap’ campaign with TOPMAN and Octopus Investments. This increase is a welcome result for a charity with less than a dozen staff at its London HQ.

CALM commissioned a YouGov poll in October 2015, which showed that awareness of suicide as the biggest single killer of men aged under 45 stood at 20% of UK adults. The poll was repeated on 15-16th December and revealed that awareness across the country rose to twenty nine per cent. View a table showing the 45% increase here.

CALM CEO Jane Powell said:

“Too often we hear loved ones saying after a suicide that they weren’t aware of the facts, that they wish they’d known that this is the leading cause of death for young men in the UK. The #BiggerIssues campaign provided a great step forward in terms raising awareness and breaking down the barriers to being able to talk openly about an issue that has too long been swept under the carpet. The more awareness there is, the more we can normalise the conversation around suicide, with the aim of creating an environment in which more men feel able to ask for and can receive help.”

SOURCE: The Calm Zone


Ride Along 2

Today we finished our Ride Along 2 tour with Curb Media. We took to the road with our exclusive Ride Along 2 game and invited fans to the stage to win amazing prizes and watch exclusive content from the film.

We went to Amsterdam and Berlin where we were joined by stars Kevin Hart and Ice Cube before heading to UK cities; Sheffield, Birmingham, Liverpool and Glasgow.

The live tour and exclusive game was produced by and Curb Media




Find out more about our Ride Along 2 project

Lynx team up with CALM today launched our latest project for Lynx and charity Calm with Kinetic throughout the UK.

The campaign aims to get people talking about male suicide. A sensitive subject that unfortunately doesn’t get spoken about as much as it should. The campaign is linked into social media trends and challenges people to talk about the #BIGGERISSUES. It’s updated every two hours dynamically as every two hours a man takes their life.

Find out more about the #BIGGERISSUES

Brent Cross