Mediaweek’s Ad Placement of the Month: Mamma Mia, it looks like we have a-winner!

Mediaweek’s Ad Placement of the Month

April’s ad placement of the month is EssenceMediacom’s transformation of Melbourne Central into Mario Central

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

April has seen an array of nostalgic and eye-catching campaigns that have generated intrigue and interest. Among them include public space takeovers, attention-grabbing street art and large-scale action ads.

After consideration of all entries, this month’s winner is:

EssenceMediacom’s transformation of Melbourne Central into Mario Central for The Super Mario Bros. Movie

EssenceMediacom said: “While the green warp pipe is instantly recognisable for fans of the franchise, it is also the portal through which Mario first enters the Mushroom Kingdom in the film and a symbol which we wanted to use to invite fans old and new to discover The Super Mario Bros, Movie.

“With the pipe being a difficult asset to bring to life on standard outdoor formats, the extra tall Shot Tower, balustrades, escalator decals, and even a custom entrance to the Hoyts on the top floor provided a unique and large-scale opportunity to bring this to life in the heart of Melbourne.”

Mediaweek’s Ad Placement of the Month winner - super mario

Mediaweek’s Ad Placement of the Month winner - super mario

Media Lead: Genevieve Canh
Creative Leads: Maria Gremos and Stephanie Quig 
Head of Media and Creative: Alison Hearne 
Director of Marketing: Suzanne Stretton-Brown
Media Agency: EssenceMediaCom
Creative agency: Universal Pictures International/XYI Design Limited/Odyssey Media Advertising
Mural: Apparition Media

Mediaweek’s Ad Placement of the Month winner - super mario

Mediaweek’s Ad Placement of the Month winner - super mario

PHD’s Mountain Goat Very Enjoyable Beer

Following in second spot is PHD’s Mountain Goat Very Enjoyable Beer campaign. PHD said: “Mountain Goat Very Enjoyable Beer’s ‘musical murals’ in Sydney and Melbourne feature their iconic goat character smashing through the wall and making a mess in the building that the site is painted on. The images in each mural reflect the actual interiors of the building it’s on (e.g. a car garage in Newtown, a bar in Fitzroy).

“Additionally, each mural features a unique Spotify code that links to an exclusive playlist of up-and-coming unsigned artists from that specific area, enabling passers-by to discover new local music. No two sites or playlists are the same, making each touchpoint a unique experience.”

Media Agency – PHD:
• Michelle Trifiletti
• Loulou Salares
• Zachary Yue
• Courtney Sombekke
Creative Agency: The Monkeys
Media Partners:
• Apparition
• Spotify
Clients – Asahi Beverages
• Marc Slater
• Shencina Conway

Atomic 212° ‘Take on the fun’ with Ladbrokes

Rounding out in third spot is Atomic 212°’s work with Ladbrokes on the ‘Take on the fun’ campaign. Atomic 212° said: “The new and exciting Ladbrokes ad is challenging punters to ‘Take on the fun’ in an epic action-packed campaign.

“The iconic 90 second video launched for Autumn Carnival with a Channel 7 6pm News Roadblock and follows the journey of ‘Operation: Steve’s Multi’ backed by the iconic sound of Sweet’s ‘Ballroom Blitz’.

“This ad follows along Steve and his mates as they take on a day of punting and enjoy the wide variety of sports, racing codes and betting products available through Ladbrokes.”

Creative Agency: The Monkeys, part of Accenture Song
Media Agency: Atomic 212°
Production Company: Finch
Retail Post Production: 3P Studio
Client: Entain Group (Ladbrokes)
GM Brand and Campaigns: Sam Tomson
Senior Brand Manager: Louise Gallagher
Head of Media: Chloe Holloway
Media Specialist: Cameron Scott
Media Coordinator: Lochie Hackett

Honourable mentions: 

Rufus powered by Initiative’s campaign for Prime Video’s Citadel

Rufus powered by Initiative presented impressive work for Prime Video’s new series, Citadel. Rufus powered by Initiative said of their work: “To drive attention around the newest Prime Video spy thriller, Citadel, Rufus powered by Initiative installed a series of suspended spies from large format sites across the country.
“These eye-catching characters were handcrafted to resemble the stars of the series and rappel lines moved in the elements to give a sense of motion as they scaled these giant sites.”

Rufus powered by initiative 
Prime Video
oOh! Media for the Melbourne activation
JCDecaux for the Sydney special build

OMD’s Apple iPhone 14 campaign with Apparition Media

OMD also produced an eye-catching campaign for Apple in conjunction with Apparition Media who create highest quality hand-painted murals. This also happens to be Apple’s very first hand-painted campaign in Australia, on the streets of Melbourne.

See last month’s winner: Mediaweek’s Ad Placement of the Month: A campaign so good, you wouldn’t want to sleep on it!

Do you have an interesting ad placement coming up? Would you like your agency’s 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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