UK charity Prost8 and agency TBWA/MCR have won an Ocean Outdoor award for a digital screen that is activated and operated by the human bottom.
The posterior powered display is activated and operated by the human bottom, using Ocean’s skeletal tracking technology to operate a digital derriere in a game of “missing the finger”, a game that aims to challenge misconceptions around prostate cancer, including the mistaken belief that prostate cancer tests involve a finger up the bottom.
Ocean Outdoor’s digital creative competition, the European Grand Prix, is the agency’s annual competition which aims to reward bold ideas in DOOH applications. 12 gold awards were selected, whittled down from 524 entries in 2025.
The prize includes a one week campaign of Prost8’s choice to appear across six of Europe’s large format digital screens, including the Amsterdam Leidseplein, The Lato at Westfield Scandinavia in Stockholm, the Iconic at Field’s, Copenhagen, Redin kulma, Helsinki, The Centro Lights, Oberhausen, and London’s Landsec’s Piccadilly Lights.
Ocean Studio will film the campaign, creating an asset to share across the winners’ digital and social channels.
Helen Haines, director of strategic projects, Ocean Outdoor, commented: “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.”