Network 10’s Gladiators has become the first commercial free-to-air television show to dominate premium 3D anamorphic (3DA) billboards along the eastern seaboard of Australia.
Paramount Australia’s design and marketing teams and VFX and post production studio Cutting Edge helped the show take over billboards at Bourke St in Melbourne, Macquarie Centre in Sydney, Queen St Mall in Brisbane and oOh!media’s 3D Yagan Square site in Perth.
Network 10’s head of marketing - broadcast and digital, Andreana Walton, says a show as epic as Gladiators deserves a larger-than-life campaign.
"Our integrated marketing campaign features several engaging and exciting formats, but we are especially proud to be one of the first brands to feature across all 3DA sites around the country," she says.
“We commissioned Cutting Edge to bring our vision to life, under the direction of our incredible Network Head of Design, Karen Song. Thanks to oOh!media and of course our media agency, Wavemaker, for allowing us to add the ‘wow’ factor to this incredible campaign.”
Cutting Edge’s creative director, Zenon Kohler, says the company's creative studio SQUEAK was thrilled to work on another 3DA out-of-home campaign, this time taking over multiple giant screens across capital cities.
“All live-action and CG elements were tailored specifically to each location, including bespoke camera angles and performances from each of the Gladiators," says Kohler.
Josh Gurgiel, head of creative at oOh!media’s creative and innovation hub, POLY says there's no bigger stage for Gladiators' return to Australian television than the OOH company's 3DA sites.
"We love working with Network 10 and are thrilled to see this fitting show harness our innovative creative solutions to engage audiences, helping make Gladiators an unmissable summer show," he says.
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