Revolution360 has just set a new benchmark out-of-home (OOH) advertising with its latest collaboration with M&M’S, EssenceMediacom and T&Pm.
The campaign, unveiled on Swan Street in Richmond, is Australia’s longest street poster, stretching 95.45 metres, longer than four Melbourne trams combined.
Usually home to 18 standard QUAD street poster frames, the site has been transformed. Where those frames once stood, 76 unique M&M’S posters now take over the street, each featuring cultural phrases and the brand’s iconic characters
“This isn’t just a traditional OOH campaign," said Joshua Bendall, creative solutions executive at Revolution360.
"It’s about dominating the space, creating a massive presence that forces people to engage with the brand on a whole new level.
"Swan Street is a major thoroughfare, and with the stadiums and restaurants nearby, it’s a perfect location for maximum exposure. It’s bustling with foot traffic and cars, giving the campaign incredible reach.”
For M&M’S, the goal is to bring the fun and laughter of the chocolate brand to Melbourne’s cultural hotspots and create an unmissable summer moment.
Michelle Gazzola, portfolio director Bitesize at Mars, said the length of the street poster is designed to highlight M&M’S inclusivity in a fun and engaging way.
“As a brand, we focus on celebrating our individuality and how we’re better together," said Gazzola.
"The poster really plays on our iconic ampersand to join more and more of our M&M’S world together in a fun, dynamic and colourful way that has cut through in a bustling part of Melbourne.
"We’ve loved working alongside Revolution360 to extend our brand proposition into a tactical activation that brings the humour and character of our brand to life.”
Natalie Grgic, EssenceMediacom, marketplace manager, said the campaign is a fresh and innovative approach to brand storytelling, capturing the playful spirit of M&M'S.
"This breakthrough, industry first in OOH, pushes the boundaries of creativity and will make a real impact for M&M’S, grabbing attention, and getting people talking," she said.
Josh Fitzgerald, general manager of Revolution360, the M&M’S campaign is a perfect example of how OOH can go beyond traditional advertising.
“At Revolution360, we don’t just deliver campaigns – we deliver brand fame."
CREDITS:
Mars
Senior Brand Manager, M&M’S: Deborah Tran
Brand and Content Lead: Richard Weisinger
Portfolio Director: Michelle Gazzola
Revolution360
General Manager: Josh Fitzgerald
Creative Solutions Executive: Joshua Bendall Account Manager: Sofia Xynas
Media Agency: EssenceMediacom
Marketplace Director: Lizzie Laws
Marketplace Manager: Natalie Grgic
Client Director: Matt Ridsdale
Planning Director: Jasmine Christie
Strategy Director: Sarah Forbes
Creative Agency: T&Pm
Client Lead: Georgia Malcom
Account Director: Lauren Sotelo
Creative Director: Boris Garelja
Senior Creatives: Tom Fitzgerald & Ryland Summers
Account Executive: Sarah Dunkley
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.