# Compassion in World Farming wins second place in outdoor digital competition

- Link: https://fundraising.co.uk/2012/10/11/compassion-world-farming-wins-second-place-outdoor-digital-competition/
- Published: 2012-10-11T21:55:38+01:00
- Author: Howard Lake

**Compassion in World Farming has won second place in Ocean Outdoor’s Art of Outdoor
Digital Competition. Toyota took first place and Heineken third.**

The annual The Art of Outdoor Digital competition celebrates pioneering agencies
and brands that are “pushing the creative boundaries of digital out of home advertising”.

Compassion in World Farming’s The World’s First Real Live Feed invited people to
show their support by feeding Patsy and other free range farm pigs and make a £1
donation to the cause via text. The campaign was created by Elvis and is showcased
at the Eat Street @ Westfield site.

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

The campaign was designed to persuade the the public to show their support for free
range farming and better welfare standards by linking them live to a free range 
pig farm via the outdoor display screen. If they made a £1 donation via text they
were sent a unique URL link which connected them to an online broadcast and an accelerometer
to operate a machine that scatters feed for the pigs.

Once the pigs had been fed, a personalised message of thanks appeared on the billboard,
together with a phone prompt asking them to make a monthly donation to Compassion
in World Farming.

The judges praised the idea of the live feed angle and the astute use of technology
which would “really catch fire from a PR perspective and successfully extend the
reach and appeal of the campaign.”

The winners were announced today by Ocean Outdoor CEO Tim Bleakley at an awards 
ceremony at London’s IMAX, location of “the largest iconic outdoor banner opportunity
in the UK”.

He commented: “Our top four winners are all game changing campaigns which demonstrate
the immediacy and relevance of knock-out installations which are simple, strong,
highly scalable and likely to catch fire through their amplification well beyond
their chosen sites.”

The competition judges dealt with a wide range of visually stimulating and innovative
approaches, using digital techniques including full motion, layering, subtle motion,
time sensitivity, augmented reality and data streaming.

## Toyota and Heineken adverts

To see what competition Compassion in World Farming were up against, view the other
winning entries.

www.oceanoutdoor.com/digital-competition/2012-winners/

 * **[Toy advert to raise funds for Great Ormond Street Hospital](https://fundraising.co.uk/2012/11/13/toy-advert-raise-funds-great-ormond-street-hospital/)**(
   13 November 2012)
 * **[Charity Advertising Exchange to offer reduced online ad spend to charities](https://fundraising.co.uk/2013/01/28/charity-advertising-exchange-offer-reduced-online-ad-spend-charities/)**(
   28 January 2013)
 * **[Adtriusm: view ads, fundraise for charity for free](https://fundraising.co.uk/2013/07/08/adtriusm-view-ads-fundraise-for-charity-for-free/)**(
   8 July 2013)