Val Morgan Outdoor (VMO) has launched its first campaign on The Cube, partnering with Perfetti Van Melle’s Mentos and Havas Media.
The 4×4 metre LED installation at Sydney’s World Square is being used to promote Mentos’ new cube gum range and “Mouth Off” campaign.
The creative mirrors the product’s cube shape, featuring 3D animations, POV-style video and dynamic effects across surrounding screens.
“We’re beyond excited to be the first brand to bring a campaign to life across VMO’s new format, which perfectly and creatively aligns to our new product,” Nikolah Gibson, Senior Brand Manager – Australia & New Zealand at Perfetti Van Melle, said.
“To connect with Gen Z, we knew we had to break the mould. Mentos Cube isn’t just gum—it’s a burst of flavour that celebrates self-expression and individuality. This campaign gives our target market something as fresh and bold as they are.”
Paul Butler, Managing Director of VMO, said: “Seeing the first campaign come to life on The Cube shows exactly why this format is changing the outdoor game in Australia. It’s bold, unmissable and unlike anything else.
“We’re thrilled to have Mentos on board as the launch partner. This campaign captures everything The Cube was built for – bright, powerful creative, spot-on alignment, and an execution that not only looks epic, but proves how well innovation and creativity play together on this game-changing format.”
The campaign includes sampling activity at World Square and will run on The Cube until Sunday.
It is also being amplified across VMO’s path-to-purchase and large-format retail networks, as well as transit and social channels targeting Gen Z audiences.
Tania Teurquetil, Strategist at Havas Media, said: “Showcasing the cube was central to our strategy – carrying Mentos Cube’s distinctiveness from product to media through its bold cube packaging and form.”
Laura Beckmann, Account Director at Havas Media, added: “Pairing Mentos Cube with a media format that brought this to life ensured it stood out and became unmissable for Aussie gum chewers.”
The Cube is part of VMO’s new Dimensions suite of outdoor screen solutions, launched earlier this year.
Credits:
Client: Perfetti Van Melle
Strategy and Media: Havas Media
Publisher Partner: VMO
Campaign Creative: The Idea Shed