We Are Ocean: The Sea Is The Sky, 4

Glimpse and the not-for-profit collective We Are Ocean have made a clever connection between cities and the seas in an out-of-home campaign which is triggered by rainfall from the ocean. The Sea Is The Sky recalibrates the relationship between inland urban populations and the world’s oceans, using delightfully surreal animated scenes which are powered by live global weather patterns and the rain. Glimpse’s campaign was a winner in Ocean’s annual digital creative competition which pushes the creative boundaries in digital out-of-home advertising. The campaign breaks this week on six large format screens in London, Birmingham, Edinburgh and Newcastle and across the entire Loop networks in Manchester and Birmingham, coming to life across all Ocean screens only when it is raining. The aim is to unlock community action to protect the planet’s oceans and marine life, by simply reminding people that the sea is the sky. By making the ocean tangible no matter where you live, the collective wants to get people thinking “ocean” every time they feel the rain. In the UK, that’s 133 days a year — probably a lot more often than most of us currently think about the sea. When it does rain, different animations are triggered, each depicting a rich variety of marine life in an upside down world with the sea at the top and the sky below. A team of marine life including an octopus, turtles, a hammerhead shark and an Arctic narwhal playfully tow rain clouds as they swim across the screen. Clownfish, rays and other species also appear swimming through the sea-sky scenes, making them full of life.