Mercedes-Benz and JC Decaux showcase NGV waterwall through windscreen wipers

Mercedes-Benz Australia is celebrating its role as partner of the National Gallery of Victoria’s Triennial exhibition, with a replica of the NGV waterwall viewed through a car’s windscreen wipers.

The outdoor activation, which sits at Flinders Street Station in Melbourne, shows a windscreen wiper breaking through the waterwall on a JC Decaux digital outdoor device. It aims to give commuters a look at the ‘Victoria Amazonica’ piece which features in the exhibition.

Victoria Amazonica has been created by Brazilian designers Fernando and Humberto Campana alongside Yarrenyty Arltere artists.

Clemenger BBDO and media agency Foundation both worked on the installation, which will remain onsite until the end of the exhibition on April 15.

Jason Nomikos, marketing director at Mercedes-Benz Cars, said the new installation seeks to convey the “forward-thinking spirit” of the exhibition and Mercedes-Benz.

Ashley Taylor, head of creative solutions at JC Decaux, added the campaign will definitely grab the attention of commuters.

“In a media first, the innovative solution sees the windscreen elements and artwork presented within the panel to not only showcase the partnership between Mercedes-Benz and the NGV in an engaging way but also demonstrates the progressive nature of both entities,” Taylor added.


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