December 1st marked World AIDS Day. This year The National AIDS Trust, alongside St Luke’s Communications, conceptualised a campaign that utilises the latest digital out-of-home technology (DOOH) to reimagine the iconic red ribbon.


The campaign concept, which took the top prize in Ocean’s annual digital creative competition, features an innovative experiential application developed by


On Saturday the 1st, a full motion DOOH screen, positioned in the Square at Westfield London, will turn visitors and shoppers into virtual dancing red ribbons. Once transformed,’s application sees the participants’ every gesture and dance move mirrored by the virtual symbol. For every correct dance move made on the screen, sponsors of the campaign will donate to The National AIDS Trust.


Dancers, as well as the audience, are encouraged to share their virtual experience using the campaign hashtag – #RockTheRibbon, to increase awareness and show their support for those living with HIV.


This campaign is fundamental in bringing awareness to, and fighting the stigma of, HIV. Andrew Phipps-Newman, CEO of said: “As a long term supporter of HIV awareness this winning idea immediately resonated with myself and the whole team at with its energetic vibe and positivity for those living well with HIV.”


Phipps-Newman continued, stating: ”This is a first in OOH using real-time motion capture, initiating a live 3D ‘Red Ribbon’ character render, created with technology. It’s a special campaign created to capture the attention and imaginations of all those who’ll be throwing some shapes on the ‘Rock the Ribbon’ dance floor  – raising the profile of this incredible charity.”