Garnier has transformed Sydney's Martin Place Retail precinct into the Great Barrier Reef with 3D full-motion for its latest OOH campaign
The work, conceptualised and created by oOh!media’s in-house creative team, POLY, brings the beauty and fragility of the reef’s coral ecosystem to life.
The coral starts in a bleached state and gradually transforms into vibrant colours, symbolising how Garnier’s partnership with the Great Barrier Reef Foundation and the beauty brand’s ‘Plant a Coral’ campaign is helping to restore one of Australia’s natural wonders.
The two large-format screens work in harmony to create a seamless experience of a turtle swimming between each, highlighting the interconnectedness of marine life and the urgent need for coral conservation.
POLY head Josh Gurgiel said this is an exciting milestone for OOH.
"Through collaboration with Garnier and media agency Wavemaker, our team’s creative expertise ensured a best-in-class execution by crafting 3D OOH visuals that effectively leverage depth, motion and synchronisation," he said.
"We know from Analytic Partners data that the quality of creative executions delivers 41% of OOH ROI*, and I'm incredibly proud of what we’ve achieved together.”
Garnier Australia and New Zealand marketing director Alexander Bachem said the brand's partnership with the Great Barrier Reef Foundation is deeply linked to their commitment to delivering products that offer maximum efficacy and reduced impact on the planet.
"By working with POLY and Wavemaker, we’ve been able to creatively bring the Great Barrier Reef to life in the heart of Australia’s most populous CBD," he said.
"It’s an impactful way for us to engage Australians on our mission to support the Great Barrier Reef Foundation to disperse up to 700,000 corals during this year’s spawning season."
The 3D campaign extends across Sydney Metro stations and Melbourne’s CBD rail network, including Flinders Street, Parliament, and Melbourne Central as well as at key locations across oOh!’s digital street network.
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