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By 2050, the plastic polluting our oceans will outweigh the marine life.

To highlight this environmental risk, WCRS has created The Ocean’s Biggest Threat, a digital out of home campaign for Sky Ocean Rescue, to mark Plastic Bag Free World Day.

Conceived by WCRS, Engine’s creative agency, Sky Ocean Rescue: The Ocean’s Biggest Threat, won the commercial category in Ocean’s annual digital creative competition which fosters the creative potential of digital out of home.

The interactive campaign broke on July 3 at Westfield London with a domination of Ocean’s spectacular large format full motion digital out of home screen in Eat Street.

The aim is to encourage passersby to discover what is the most menacing danger lurking in the oceans by filling the screen with the silhouette of a menacing, deep sea creature, accompanied by the headline “Discover the ocean’s biggest threat”.

Participants are invited invited to use their mobile phones to connect with the screen via its free wifi.

A combination of 3D technology, video and streamed data will then turn their phones into virtual torches which can be used to detect what is really casting the shadow on the screen. At this point, the torches reveal that the biggest threat to our oceans isn’t sharks or sea-monsters, its single-use plastic.

The initiative is being supported by Westfield London which is planning a plastic bag amnesty, encouraging visitors to say no to single use plastic bags for the day by accepting reusable non-plastic Sky Ocean Rescue totes instead.

The campaign opened with the Westfield London domination on July 3, with supporting activity in Manchester (The Printworks) and Glasgow (St Enoch). The creative will also feature on several screens throughout Westfield London on Saturday, July 7.