Adelaide Fringe and JCDecaux launch ‘out of this world’ billboard

JCDecaux and Adelaide Fringe have together launched a “3D illusionary billboard” in Martin Place to promote the latter’s 2024 festival.


The announcement:

In an innovative move, Adelaide Fringe has partnered with JCDecaux to launch a cutting-edge 3D illusionary billboard in Sydney’s bustling Martin Place. The spectacular display, a first-of-its-kind in Sydney rail, is designed to promote the upcoming 2024 Adelaide Fringe festival. This strategic collaboration brings together JCDecaux’s prowess in outdoor advertising and the creative expertise of advertising and media agency kwpx.

In a move to compete with high end brands in a fast-paced market where attention is key, Adelaide Fringe has found a mesmerising way to draw the busy eye to seek out the vantage point, to view its latest outdoor advertisement.

The forced perspective billboard represents a significant leap in outdoor advertising, leveraging advanced technology to create a visually stunning and immersive experience for the audience. The artwork, meticulously crafted by kwpx, showcases the vibrant and diverse spirit of Adelaide Fringe in the lens of an Astronaut’s helmet, featuring a dynamic blend of colours and elements that encapsulate the essence of the festival.

You can see a lot of the world’s biggest things from space: rivers, canyons, mountains, cities, bridges… so why not Australia’s biggest arts festival? When an astronaut sees the Adelaide Fringe from space and gets FOMO, you know it’s a big deal.

An out of this world festival needs an out of this world campaign, and an out of this world campaign needs an out of this world billboard execution. Kwpx stretched the bounds of what they’re capable of with their in-house VFX suite to extend the astronaut from the television creative in a way that stretches the bounds of the audience’s imagination. As the fun of the Adelaide Fringe pops in its reflective helmet lens, the astronaut reaches out longingly waiting for permission to attend.

Director and CEO of Adelaide Fringe, Heather Croall AM, highlighted the strategic importance of this initiative: “In today’s fast-paced world, cutting through the noise to capture the public’s attention is crucial. This holographic billboard is more than an advertisement, it’s an innovative piece of art that reflects the creativity and vibrancy of Australia’s biggest arts festival, Adelaide Fringe. We’re excited to bring a taste of Fringe to Sydney and inspire people to experience the magic of Adelaide Fringe for themselves.”

This 3D animation billboard is set to revolutionise the way festivals and events engage with their audience, marking a new era in outdoor advertising. The installation aims to not only promote the festival but also to demonstrate the potential of 3D illusionary technology in creating engaging and impactful marketing campaigns.

Source: Media Faction


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