McVitie’s ‘Dare to Dunk’ campaign, created by agency To Boldly Go, has won Ocean Outdoor’s inaugural Digital Creative Competition Grand Prix.
The campaign is comprised of an interactive digital out-of-home game where players used Ocean’s hand and gesture control technology to mimic dunking biscuits.
Ocean Outdoor Group director of strategic marketing Helen Haines said, “Our Grand Prix jury said the use of DOOH to explore the science behind biscuit dunking was fun, engaging and will get people talking. From a creative and business perspective, this idea delivers value on every level, making McVitie’s and To Boldly Go worthy winners of our first ever Grand Prix.”
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The Grand Prix is a new initiative for 2025, and the prize includes a one-week campaign of McVitie’s choice across six screens in Europe: The Amsterdam Leidseplein; Stockholm’s Halo; The Iconic in Field’s Copenhagen shopping mall; Helsinki’s Redi Icon; The Cube in Oslo; and London’s Piccadilly Lights.
The winning entry was selected by an independent jury, which included Christina Knight, founder and executive creative director of P Mad Women Academy/UKnight AB (representing Sweden); Therese Becke, CEO of Pol (Norway); Jacob Klintrup, creative strategic director of Kadaver (Denmark); and Remy Kurpershoek, chief creative officer and managing director, Publicis Groupe (Netherlands).
Pladis UK&I chief marketing officer Aslı Özen Turhan said: “Winning the inaugural Grand Prix is extremely exciting. McVitie’s is built on the positive benefits of bringing people together over a hot drink and a biscuit, an inherently British ritual for more than 180 years – and so we know a thing or two about dunking!
“The opportunity to expand our competitive challenge into new territories and communities is fantastic and we can’t wait to spread our upcoming campaign far and wide – watch this space.”
Agencies on the shortlist for the Grand Prix were Nordea Group Creative, Stendahls, NORD DDB, Rosser, The Barn, &Co. / NoA, Mainostoimisto Convoy Oy, Total Design; Higuita, To Boldly Go, and Elvis.
