Paramount Pictures has rolled out the big outdoor media for Tom Cruise’s return in Top Gun: Maverick.
The campaign by Wavemaker uses a 3D billboard at the Emporium in Melbourne, a media first in the entertainment category.
The OOH component of the campaign includes skywriting over Sydney Harbour and Melbourne CBD, transit advertising, and billboards in sites such as the Glebe Island Silos in Sydney.
Paramount and Wavemaker are also serving 84 different customised videos tailored to specific content and audiences with YouTube’s Director Mix tool.
Peter Andrew, client & communications director at Wavemaker, said: “Just like moviegoers, we’re excited that Top Gun: Maverick has finally arrived in cinemas.
"Wavemaker and the team at Paramount have been preparing for this launch for more than two years, and we’re thrilled to be creating a culture moment with bold and innovative media executions that get people talking and eager to see the movie, which will undoubtedly be one of the biggest moments in cinema this year."
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