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JCDecaux and Universal paint the town pink for Barbie

Out of home (OOH) company JCDecaux is painting the nation pink, ahead of the much anticipated launch of the new Barbie movie, in collaboration with Universal Pictures Australia (on behalf of Warner Bros.) and EssenceMediacom.

A carefully curated selection of engaging and impactful outdoor formats have been scattered around aimed to transform the nation into a vibrant and unforgettable celebration of Barbie.

Max Eburne, chief commercial officer, JCDecaux, said: “The new Barbie film promises to be a must-seen moment of pop culture.

“The national JCDecaux out of home campaign will captivate audiences of all ages, transporting them to a world of laughter, fashion and imagination by showcasing the joy and excitement that Barbie brings to the big screen,” he said.

Universal Pictures Australia’s marketing director, Suzanne Stretton-Brown, said the campaign plays an integral part in the movie’s marketing strategy.

“Our ambition was to disrupt the Australian winter by spreading Barbie summer joy and painting the town pink,” she said.

“The film is a visual feast, and out of home is the perfect channel for replicating the visual spectacle and engaging core audiences.”

“We created bespoke artwork specifically for the bus shelter immersion, which JCDecaux was instrumental in bringing to life,” Stretton-Brown said.

The campaign aims to provide an impactful theatrical experience that captures the hearts of females of all ages.

The campaign will run until the 30th July.

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