April 26th 2022

MediaCom’s magical OOH campaign makes children’s wishes come true

The campaign for charity Rays of Sunshine utilises Ocean outdoor’s full motion screens to bring to life children’s dreams

Georgie Moreton

Deputy Editor, BITE Creativebrief

To help bring to life some of the hopes and dreams of seriously ill children, a new magical campaign created by MediaCom Creative Systems for charity, Rays of Sunshine, uses Ocean Outdoor’s full motion screens to turn children’s drawings into real life renders.

The campaign, named 'Making Children's Wishes Real' uses some of the biggest screens at Westfield London’s Eat Street to showcase a collection of children’s drawings brought to life by technology. The artworks are accompanied by the simple question: How will you make our children’s wishes come true?

Using Ocean’s proprietary LookOut audience detection technology, the screen is able to turn the drawings into reality as people pass by the billboard. Pedestrians 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 look at the digital billboard, LookOut technology triggers an interactive experience, turning the images into real life renders of the things the children have drawn, revealing the wish of the young artist featured. 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 also appear on the Instagram account ‘Things I Have Drawn’, run by Tom Curtis, Executive Creative Director at MediaCom; a source of inspiration for the campaign.

“When I started Things I Have Drawn, it was a fun way to get my two boys to draw, but more recently it’s become something much bigger, with parents sending in their kids’ pictures from all over the world. Working with Rays of Sunshine feels like such a natural fit and I’m delighted to have been able to bring to life the drawings of these wonderful children using the cool LookOut tech on the Eat Street screen” explained Tom Curtis.

‘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. Entries for Ocean’s 2022 digital creative competition open in July.

“This campaign is highly creative, fun and has great talkability. It is the Art of Outdoor at its best and perfectly demonstrates the interplay between digital out of home and social media. All for such an important cause.” added Helen Haines, Ocean Head of Marketing and Events.

Through the use of OOH technology, the charity is able to breathe life into children’s dreams in an engaging, eye-catching way enabling them to see their art on a large scale and using QR codes to drive donations from passers by with ease.