MyTaxi Goes Dynamic on DOOH

Using our RUSH system MyTaxi have launched their brand across digital out of home in the UK with Kinetic Active and DOOH.com.

Using the weather and live traffic information, content is served direct to large format and D6 screens throughout the UK. The system is fully automated and content is triggered based on the live conditions of each screen.

The campaign launched on the 27th of March across JC Decaux, Outdoor Plus, Primesight and Storm Screens.

The ‘face of advertising’ revealed as a young white man

Our latest campaign with MEC UK where people attending Advertising Week Europe were asked to #BraveYourBias.

Article via Campaign

The average face of attendees at Advertising Week Europe this year is that of a young, white man, it has been revealed.

MEC UK created the average face by merging photos of delegates that attended Advertising Week Europe on the first day.

It is a visual representation of the lack of diversity in the industry.

As part of a diversity drive at the event, MEC UK also asked delegates to take Harvard University’s Implicit Associate Tests, which highlighted unconscious bias in the industry.

Here, Jason Dormieux, the chief executive of MEC UK, discusses the finding:

“Predictably, the Face of Advertising is a white twentysomething male. This clearly demonstrates the scale of the task ahead if the industry is to hit Campaign and the IPA’s 2020 targets of 15% of people in leadership positions from a non-white background and 25% per cent of new joiners from BAME backgrounds.

“And it’s not just gender and ethnicity that’s an issue, our recent research on ageism in media revealed we are losing people over the age of fifty at a time when the population is living to a much greater age.”

Of the Harvard tests, Dormieux said: “As more of us take the tests and become aware of our biases we can start to recognise where we as individuals can make changes. For example, when we are recruiting, questioning why we think a candidate is good. Is it because of their ability, or because they think like us?

“Even though as an industry we are behind many others when it comes to diversity, equally we know that bringing together more diverse teams results in better work, even if it makes life harder initially, because people from different backgrounds tend not to automatically agree with one another.

“While we can put processes and structure in place to help steer people in the right direction to be more inclusive, ultimately you can’t eradicate in built prejudices because it’s part of who we are. The key is to make people conscious of their biases and take responsibility for keeping a check on them.”

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 DOOH.com 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 DOOH.com

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