A suitably sparkly OOH for Barbie
As buzz boils over for the upcoming Barbie film, out-of-home (OOH) creative hub POLY has designed a billboard fit for the world’s most famous doll.
POLY’s special build was designed to bring all of Barbie’s glitz and sparkle to a oOh!media site at Taylor Square in Sydney’s iconic gay neighbourhood, Darlinghurst.
Josh Gurgiel, head of creative at POLY, described the design as “more art than ad”.
“If Ken’s driving down Oxford Street there’s no way he’s going to miss the love of his life – who’s actually larger than life – on one of oOh!’s billboards,” Gurgiel said.
“This was such a fun project and reflects the continued relevance, and creative, bespoke opportunities that still exist, when using large format classic billboards to make OOH pop.”
Barbie Spangley from oOh!media on Vimeo.
Partnering with Warner Bros and media agency EssenceMediacom, POLY used specialist lightweight ‘Spangley’ material featuring thousands of signature Barbie pink and white sequins to create the massive and unmissable activation.
Barbie is released in cinemas across Australia on 20 July.
Credits:
Client: Warner Bros Australia
Media agency: EssenceMediacom
Media and production: oOh!media’s innovation and creative hub, POLY
Printing: Cactus Imaging
Installer and photos: Country Outdoor
The marketing for Barbie around the world has been phenomenal. Everywhere it’s been first class entertainment marketing…. and then there is this. Some sparkles on a billboard, and most of it is illegible.
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