London-based agency glue Isobar recently took top honors in the Art Of Outdoor Digital Competition, which rewards innovative and creative work in digital out-of-home advertising, taking away £125,000 ($199,362) of media space for client Toyota, according to a company announcement.

The winning idea — for the Yaris Hybrid, Toyota's newest hybrid car — demonstrated how energy usually lost while driving is instead recycled by the car. The campaign was implemented through a partnership with PaveGen, a company that invented tiles that generate renewable energy when stepped on, similar to Toyota's hybrid vehicles.

Using Ocean's Eat Street location at Westfield, the idea was to create a human powered digital screen, capturing and recycling energy from shoppers as they walk past, which in turn powers a digital screen to deliver the brand message.

To further engage the audience, the digital screen also displayed how much energy people are generating and gave lucky shoppers the chance of winning a ride home in one of the Yaris Hybrid cars. To win, shoppers simply needed to check-in on Facebook and each time a certain level of energy was recycled, another car was released.

The creative idea was developed by glue Isobar creative team Jan Pruijser and Rachel Clough, who have won the award for the second year running. Design and animation is by Matt Daniels and Anton Hawkins, with senior creative direction from Matt Gilbert and Dave Tokley.

Watch a video about the campaign below:

Read more about DOOH advertising.

Related Content

User Comments – Give us your opinion!
Products & Services

BrightSign HD220 - Networked Player

http://global.networldalliance.com/new/images/products/5663.png

5663/BrightSign-HD220-Networked-Player

Custom Digital Signage Content

http://global.networldalliance.com/new/images/products/6671.png

6671/Custom-Digital-Signage-Content

Large Touch Screen Kiosks

http://global.networldalliance.com/new/images/products/5723.png

5723/Large-Touch-Screen-Kiosks

NDiS M324 Intel® Embedded Open Pluggable Specification (OPS) …

http://global.networldalliance.com/new/images/products/6879.png

6879/NDiS-M324-Intel-Embedded-Open-Pluggable-Specification-OPS-Digital-Signage-Platform-with-Support-Remote-Management

SI-38N - Fanless, Dual DVI Digital Signage Player

http://global.networldalliance.com/new/images/products/7011.png

7011/SI-38N-Fanless-Dual-DVI-Digital-Signage-Player

Black Box DVI-D Extender with Audio and EDID

http://global.networldalliance.com/new/images/products/3193.png

3193/Black-Box-DVI-D-Extender-with-Audio-and-EDID

Planar Mosaic Architectural Video Walls

http://global.networldalliance.com/new/images/products/5393.png

5393/Planar-Mosaic-Architectural-Video-Walls

8 Product Features No One Else Has

http://global.networldalliance.com/new/images/products/BV_120.jpg

3500/8-Product-Features-No-One-Else-Has

LG 32LN549E

http://global.networldalliance.com/new/images/products/6457.png

6457/LG-32LN549E

Mini Dynasign Player System

http://global.networldalliance.com/new/images/products/dynasign_player_100.jpg

213/Mini-Dynasign-Player-System

CONNECT 2014 Mobile Innovation Summit
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.