Rays of Sunshine: Making Children’s Wishes Real, 2

The hopes, dreams and wishes of seriously ill children are brought to life on one of Ocean Outdoor’s biggest full motion screens in a magical campaign created by MediaCom Creative Systems for the charity Rays of Sunshine. This unusual idea turns a glorious collection of children’s drawings into real life renders, accompanied by the simple question - How will you make our children’s wishes come true? ‘Making Children’s Wishes Real’ was a winner in Ocean’s annual digital creative competition which seeks and celebrates bold new concepts in digital out of home advertising. The campaign won first prize in the charity category. MediaCom uses Ocean’s proprietary LookOut audience detection technology on Westfield London’s Eat Street screen to turn dreams into reality. Passers-by are encouraged to stop and look by standing on large vinyl footprints, with children’s voices coming from the poster asking them to pay attention to the screen. As participants gaze at illustrations on the digital billboard, LookOut technology triggers an interactive experience, turning them into real life renders of the things the children have drawn, each execution revealing the wish of the featured young artist. A QR code then takes people to the charity’s website where a donation can be made. All of the images created for the charity are also appearing on the Instagram account Things I Have Drawn, run by Tom Curtis, executive creative director at MediaCom, as well as on Ocean screens in nine other cities over a three day period from April 14.