Revolution360 has teamed up with EssenceMediacom and T&Pm to unveil what they claim is Australia’s longest poster in a campaign for M&M’s.
The poster, located on Swan Street in Richmond, stretches out to 95.45 metres, longer than approximately four Melbourne trams combined.
The Swan Street site, which usually hosts 18 standard QUAD street poster frames, now hosts 76 unique M&M’S posters that take over the entire street, each featuring cultural phrases and the brand’s iconic characters.
The poster, located on Swan Street in Richmond, stretches out to 95.45 metres, longer than approximately four Melbourne trams combined.
“This isn’t just a traditional OOH campaign,” Joshua Bendall, creative solutions executive at Revolution360, said.
“It’s about dominating the space, creating a massive presence that forces people to engage with the brand on a whole new level. Swan Street is a major thoroughfare, and with the stadiums and restaurants nearby, it’s a perfect location for maximum exposure. It’s bustling with foot traffic and cars, giving the campaign incredible reach.”
The goal of M&M’s campaign is to make it synonymous with summer enjoyment and create an unmissable summer moment.
Michelle Gazzola, portfolio director Bitesize at Mars said the length of the street poster is designed to highlight M&M’S inclusivity in a fun and engaging way. “As a brand, we focus on celebrating our individuality and how we’re better together.
“The poster really plays on our iconic ampersand to join more and more of our M&M’S world together in a fun, dynamic and colourful way that has cut through in a bustling part of Melbourne. We’ve loved working alongside Revolution360 to extend our brand proposition into a tactical activation that brings the humour and character of our brand to life.”
“This campaign is a fresh and innovative approach to brand storytelling, capturing the playful spirit of M&M’S in a truly engaging Out-of-Home format,” Natalie Grgic, EssenceMediacom, marketplace manager said. “This breakthrough, industry first in OOH, pushes the boundaries of creativity and will make a real impact for M&M’S, grabbing attention, and getting people talking.”
Josh Fitzgerald, general manager of Revolution360, added: “At Revolution360, we don’t just deliver campaigns – we deliver brand fame. This M&M’S campaign is a perfect example of how OOH can go beyond traditional advertising.”
For two weeks, Melbournians will experience the magic of the M&M’S brand on a scale like never before, cementing the outdoor advertising company’s reputation as an OOH agency that’s never afraid to push the limits.
CREDITS:
Mars
Senior Brand Manager, M&M’S: Deborah Tran
|Brand and Content Lead: Richard Weisinger
Portfolio Director: Michelle Gazzola
Revolution360
General Manager: Josh Fitzgerald
Creative Solutions Executive: Joshua Bendall
Account Manager: Sofia Xynas
Media Agency: EssenceMediacom
Marketplace Director: Lizzie Laws
Marketplace Manager: Natalie Grgic
Client Director: Matt Ridsdale
Planning Director: Jasmine Christie
Strategy Director: Sarah Forbes
Creative Agency: T&Pm
Client Lead: Georgia Malcom
Account Director: Lauren Sotelo
Creative Director: Boris Garelja
Senior Creatives: Tom Fitzgerald & Ryland Summers
Account Executive: Sarah Dunkley