Mediaweek’s Ad Placement of the Month: A campaign that’s EVERYTHING!

Mediaweek’s Ad Placement of the Month

July’s ad placement of the month is EssenceMediacom’s campaign for the Barbie movie

Mediaweek’s Ad Placement of the Month examines submissions of creative and clever placements over the past few weeks.

Agencies have stepped up this July with visually impactful and strategically effective different campaigns that invoked a sense of fun, inspiration, aspiration and even nostalgia!

After careful consideration and deliberation of all entries, this month’s Mediaweek Ad Placement of the Month winner is:

EssenceMediacom – Barbie

Winning July’s Mediaweek Ad Placement of the Month is EssenceMediacom. From the agency: “Barbie is one of the most anticipated movies of the year. With our hero finally crossing into the real world, our challenge was clear: Bring Barbie into our world and paint the town pink! What better way to do this than by plucking the movie’s Dreamhouse and landing it directly into the streets of Brisbane with this extraordinary mural, celebrating the joyful experiences of Barbie… Day and night!”

EssenceMediacom Australia also collaborated with out-of-home media company JCDecaux Australia with carefully curated selection of engaging and impactful formats, including a bus shelter immersion in Sydney’s Bondi Junction and consecutive JCDecaux Cross Track panels at Town Hall station, national Transit Megasides, Digital Large Format and Smartframes, the campaign is set to create a spectacle of fun and entertainment.

Warner Bros AUNZ Marketing Team
Apparition Media
EssenceMediacom Australia
JCDecaux Australia
Creative courtesy of Warner Bros.

Mediaweek’s Ad Placement of the Month - EssenceMediacom - Barbie

EssenceMediacom – Adidas/FIFA

EssenceMediacom’s Adidas campaign collaboration with FIFA came in second place. From the agency: “The FIFA Women’s World Cup kicked off across Australia and New Zealand this month. To celebrate their sponsorship of the tournament, adidas is shining a light on our female athletes.

“Look up towards Sydney’s blue skies in Kent Street over the tournament period and you are bound to see two of our iconic sporting heroes, Mary Fowler and Caitlin Foord, dominating the cityscape in two specially commissioned building wrap takeovers, to shine a light on women’s football and inspire the next generation of young aspiring sporting stars.

“The artwork was tailored to hero each of the player’s individual playing styles. The locations were strategically chosen in the heart of Sydney’s bustling CBD for the tournament kick off, and can be seen from afar to those traveling both north and south bound over the Harbour Bridge.”

Client: adidas
Senior Manager – Brand Activation: Rosaria Gordon
Director, Brand Activation: Bec Ballard
Media agency: EssenceMediacom
Creative Lead: Jesse Osborne
Partnerships Lead: Liz Maunsell
Partnerships Director: Taylor Kanty
Client Partner: Andrew Hardeman
Creative & Design: Never Sit Still
Director: Mike Tosetto
Producer: Sharon Lim
Creative Director: Zoe Crocker
3D Technical Lead: Bruno Borio
3D Artist: Max Cao, Howe Tom
Photoshop finish artist: Mulanne Phan
Production: Habitat Media
Managing Director: Mark Vincent

Mediaweek’s Ad Placement of the Month - Adidas/FIFA

Initiative Sydney – The LEGO Group Australia

Rounding out the top three is Initiative Sydney’s work with The LEGO Group Australia. From the agency: “To bring the awesomely imaginative world of LEGO City to life, LEGO partnered with Wrappr to create a fleet of custom LEGO City vehicles to tour real-world cities across Australia. Intercepting school drop-offs, weekend sport, blockbuster family cinema events and even our screens LEGO brought their unique creative energy and aspiration to win over families in key moments they’re together.”

Media Agency: Initiative Sydney
Client: The LEGO Group Australia
Media Partner: Wrappr
Creative: Marks (Singapore)

Mediaweek’s Ad Placement of the Month - The Lego Group Australia


Mediaweek’s highly commended ad placements for July are:

Initiative Sydney – Pernod Ricard Winemakers, “The Creek to the Cup”

From Initiative Sydney: “To standout in the sea of sponsors for the 2023 AUNZ FIFA Women’s World Cup, iconic Australian wine brand Jacob’s Creek set out to not only own the stadiums but the journey to them. Through high-impact light-rail takeovers, from station OOH and tram wraps, Jacob’s Creek elevated the travel experience to-and-from the games to boost celebrations and conversations around every game.”

Media Agency: Initiative Sydney
Client: Pernod Ricard Winemakers
Media Partner: Torch Media (tram wraps), JC Decaux (bus wraps)
Creative: The Mix, Pernod Ricard

Mediaweek’s Ad Placement of the Month - Pernod Ricard Winemakers

UM –  Nestle KitKat

From the agency: “This EOFY, champions of breaks, KitKat, joined the conversation by helping Aussies claim back their work breaks. KitKat recognised that Australians can’t actually claim their breaks as an “essential work item” – despite how essential work breaks are -so they created an opportunity to make breaks deductible. From the nine-to-fivers to rideshare drivers; industry specific merchandise was available to buy on the KitKat site for the exact same price as their legendary four finger bar (yep, just $2.20!)

“To amplify this through paid media, UM tapped into the rich data available on TikTok to target specific industries with product-based creatives. Outside of the digital world, UM leveraged OOH to target consumers on their commute to and from work with rail panels, lift and office screens to reach those in the corporate world and extended coverage across retail and street furniture panels to tap into further professions like tradies and drivers.

“KitKat “Claim Your Break” was so successful that within just five days, the 6M Aussies we had reached resulted in three online restocks of the work essential items!”

Client – Nestle:
Melanie Chen, Head of Marketing – Confectionary
Shannon Wright, Marketing Manager – Chocolate
Monique Ellis, Senior Brand Manager – KitKat

Media – UM:
Hadley Allchurch, Senior Client Director
Yelia Schnelle, Planning Director
Emelia Manns, Senior Trading Manager
Cara Thomson, Planning Manager
Ana Gonzalez, Social Performance Manager
Peta Van Agten, Partnerships Trader

Media Partners:
Claudette Soper, Client Partner, TikTok
Elizabeth Foxton, Client Services Manager, TikTok
Sophie McGrath, Business Manager, oOh! Media
Ryan Bell, Account Manager, JCDecaux

Creative Agency – Wunderman Thompson:
Joao Braga, CCO
Annabelle Barnum, General Manager
Samantha Scheidler, Group Account Director
Julian Batty, Art Director
Dean Shein, Copy Writer
Miryana Velyanovski, Senior Producer
Francesca Brown, Account Manager

Mediaweek’s Ad Placement of the Month - UM x KitKat

See last month’s winner: Mediaweek’s Ad Placement of the Month: Melbourne billboard puts on one hell of a show

Do you have an interesting ad placement coming up? Would you like your agency to feature next month and be in the running for next month’s edition of Mediaweek’s Ad Placement of the Month?

Send your submission to: [email protected] along with the agency’s statement about the campaign, agency credits and images of the placement on show.

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