Prost8 and TBWA\MCR win Ocean Outdoor European Grand Prix

UK charity Prost8 and Manchester-based agency TBWA\MCR have won the European Grand Prix at Ocean Outdoor’s annual Digital Creative Competition, which recognizes standout ideas in digital out of home advertising.

The European Grand Prix was selected by an international jury from a shortlist of 12 brands that had previously secured Gold awards across Ocean’s national competitions in the UK, the Netherlands, Germany, Sweden, Norway, Finland and Denmark. The Gold winners were drawn from a record 524 entries submitted in 2025.

Award-winning DOOH concept

The winning work is built on insight into why many men avoid prostate cancer tests, driven by the mistaken belief that the procedure involves an invasive physical examination. The campaign challenges this misconception by inviting audiences to activate the idea of missing the finger through a playful interactive execution.

Using Ocean’s skeletal tracking technology, participants control a digital bottom with their own movements, turning a sensitive subject into a moment of engagement designed to prompt conversation and awareness.

Paul Sayer, Founder, Prost8: "This isn’t just about winning a major industry prize, it’s about winning awareness. This unprecedented level of exposure will give more men the chance to ask the most important question of all: ‘Is there a less invasive way?’"

European screen exposure prize

First introduced last year, the European Grand Prix sits in addition to the £100,000 of screen space already awarded to Prost8 as UK Gold winners in the commercial award category. The prize includes a one-week campaign across six large-format digital screens in Europe.

The locations include Amsterdam Leidseplein, The Halo at Westfield Scandinavia in Stockholm, The Iconic at Field’s in Copenhagen, Redin kulma in Helsinki, The Centro Lights in Oberhausen and Landsec’s Piccadilly Lights in London. Ocean Studio will also film the campaign to create content for Prost8 and TBWA\MCR to share across their own digital and social channels.

Agency and industry response

Glenn Scholefield, Senior Copywriter, and Tom Holmes, Senior Art Director, TBWA\MCR: "We’re absolutely thrilled to win this competition. Challenging misconceptions about prostate checks will save lives, and this level of media exposure means the impact will be enormous. Using humour in these big spots gives us a powerful way to connect with the blokes who need to hear this message."

Helen Haines, Group Director of Strategic Projects, Ocean Outdoor: "There were some superb winners across the Group, the creativity demonstrated was at an all time high. But this was almost a unanimous decision. A cancer that doesn’t get the attention it needs, matched with an idea that delivers attention at an unprecedented level. Great DOOH. All you need is an idea."

The judging panel included senior creatives and media leaders from across Europe, representing organisations such as Matas, Maverix, Publicis Groupe Netherlands, Havas Finland, Ark Agency, Rise/URW and Landsec. Other agencies shortlisted for the European Grand Prix included Nord DDB, Accenture Song, Publicis Creative, T&P and Havas Media Germany.

Last year’s inaugural European Grand Prix was awarded to McVitie’s and To Boldly Go.

www.prost8.org.uk

www.oceanoutdoor.com

www.tbwamcr.com

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