JCDecaux has launched broadcast-scale 3D across its airport and rail network.
JC3D, as it is called, is available on more than 450 screens and multiple formats nationally.
Chief commercial officer Max Eburne said clients have been wanting a 3D solution that offers more than a one-off stunt.
"With the activation of our broadcast-scale 3D across more than 450 screens spanning our national Rail network and Sydney and Perth Airports, JCDecaux is establishing a new era of immersive advertising experiences," he said.
With the anticipated SBS series Alone Australia which launched at the end of March, the network engaged audiences through JC3D.
SBS chief marketing and commercial officer Jane Palfreyman said Alone Australia is one of the broadcaster's biggest and most valuable TV franchises.
"Using JCDecaux’s 3D solution allowed us to go beyond being a mere advert; it's an experience that captures the audiences leaving a lasting impression – just as Alone Australia does," she said.
"The JCDecaux team developed the final 3D creative for us, conveying the thrill of Alone Australia in a visually compelling and narrative-driven way, which connects audiences to the raw experience of the Alone contestants braving the elements on their own in their bid to survive the longest.”
Lama Perin, JCDecaux's group manager creative & digital Solutions, said the scale of the JC3D offering provides true broadcast reach, ensuring brand messages can reach audiences nationwide.
"JC3D uses forced perspective – an optical illusion technique that creates a 3D effect using framing and shadows," said Perin.
"Unlike anamorphic or augmented reality 3D, our approach ensures that viewers can experience the 3D effect from multiple angles, not limited to specific vantage points."
The outdoor campaign was booked by SBS’s media agency Hearts & Science.
Georgia Leathart, Hearts & Science's head of strategy, said the choice to use outdoor 3D creative to showcase New Zealand’s wildlife was intentional.
"This allowed us to communicate effectively to audiences the change of location and scenery for this year’s season," she said.
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