Network 10’s Gladiators has achieved a milestone by becoming the inaugural commercial free-to-air television program to dominate premium 3D anamorphic (3DA) billboards across Australia’s eastern seaboard.
The strategic takeover, orchestrated by Paramount Australia’s Design and Marketing teams and VFX and post-production studio, Cutting Edge, is a prelude to the show’s launch today, January 15 on 10 and 10 play.
See also: Throwback with a twist: Gladiators gets a Marvel-inspired makeover for a brand-new audience
The billboards are located at Bourke Street in Melbourne (below), Macquarie Centre in Sydney, Queen Street Mall in Brisbane, and oOh!media’s 3D Yagan Square site in Perth.
Network 10’s head of marketing – broadcast and digital, Andreana Walton, spoke to the grandiosity of the campaign, stating, “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.
“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, commented on the work for the 3DA out of home campaign, notng the adaptation of live-action and CG elements to suit each unique location. Kohler described it as, “solving multiple puzzles with the same pieces.”
Josh Gurgiel, head of creative at oOh!media’s creative and innovation hub, POLY, applauded the collaboration with Network 10, commending the innovative creative solutions employed in an effort to make Gladiators an “unmissable summer show”.
“There’s no bigger stage for Gladiators‘ triumphant return to Australian television than our iconic 3DA sites,” said Gurgiel.
See also: POLY and PHD team up to drive impact and awareness for Lynx Africa