Toy Story 5 launches Australia's first four-billboard outdoor takeover

The Walt Disney Company and Pixar have become the first brands to use a new Australian outdoor advertising format, with a Toy Story 5 campaign taking over Revolution360's newly launched North Melbourne Monument. 

The installation combines four large-format billboards into a single connected creative canvas, giving advertisers exclusive ownership of the site across one of Melbourne's busiest arterial roads.

 According to Revolution360, the format reaches around 16% of Melburnians each month and is designed to allow campaigns to span all four billboards as one creative execution.

A new format for outdoor

Located on Flemington Road, less than two kilometres from Melbourne's CBD, the North Melbourne Monument is Australia's first outdoor advertising format to unite four large-format billboards into a single connected display.

Revolution360 General Manager Josh Fitzgerald said the Toy Story 5 campaign was the ideal way to introduce the new offering.

"This isn't just four billboards sitting side by side. It's an advertising monument that gives brands the opportunity to think bigger and create outdoor campaigns Australians simply haven't seen before.”

"There's nothing else like it in Australia. It's the kind of format that's impossible to ignore,” he said.

Backing premium outdoor

Parent company Venetian Media Group (VMG) said the investment reflects growing demand from advertisers for larger, more distinctive creative opportunities that can cut through increasingly crowded media environments.

VMG CEO Michael Fishwick said attention remains the most valuable currency in advertising.

"Consumers have become really good at tuning out advertising they can skip or scroll past. That's why premium outdoor continues to matter. The right location, the right creative and the right format still stop people in their tracks.”

"We've always believed great locations are the foundation of premium outdoor, but today's advertisers also want ideas that create conversation. That's why we're continuing to invest in distinctive formats and special builds that give brands something genuinely different."

The North Melbourne Monument is the latest addition to Revolution360's premium outdoor portfolio, with the company positioning the format as a new option for brands looking to deliver large-scale creative executions in high-traffic locations.