What happens when a creative agency and media owner work together from the very beginning, rather than bringing the media platform in after the idea has already been made?

TBWA\MCR and Ocean Outdoor take us behind Dodge the Finger, Prost8 UK’s interactive 8-bit DOOH game, which used skeletal-tracking technology to turn the movement of a player’s backside into the controller.

More than a clever use of technology, the campaign demonstrates what becomes possible when creatives have direct access to the people, capabilities and potential of the media channel. This session explores how earlier collaboration can produce braver ideas, more inventive uses of media and work that is ultimately more memorable and effective.