Outdoor advertiser oOh!media has collaborated with Network 10 and the Cutting Edge studio to deliver the first 3D anamorphic (3DA) billboard for commercial free-to-air television in Australia (video).
Launching the newest season of MasterChef Australia: Secrets & Surprises with VFX and post production studio Cutting Edge, the MasterChef Australia judges have taken over oOh! Media’s six-story 3DA site in Melbourne’s CBD.
“MasterChef Australia’s latest campaign is a feast for the senses and a perfect fit for our 3DA site ‘The Bourke’,” said oOh!media’s chief content, marketing and creative officer, Neil Ackland. “The exceptional creative execution leverages cutting-edge 3DA to make the larger-than-life hosts appear truly lifelike on Melbourne’s most coveted advertising site. I’m thrilled to see this classic show innovating and engaging audiences and making the MasterChef brand unmissable.”
Network 10’s head of marketing – broadcast and digital Andreana Walton, said: “We’re thrilled to be the first commercial TV network to make use of this ground-breaking technology. Led by our incredible head of network design Karen Song, Cutting Edge were fantastic to collaborate with and really brought our vision to life. Thanks to oOh! Media and our media agency, Wavemaker, we got to use a fantastic platform to immerse audiences in the MasterChef magic.”
Cutting Edge’s creative director Zenon Kohler: “Our Creative Studio, SQUEAK, jumped at the challenge to create a custom MasterChef piece for this giant screen. As one of the first 3D out-of-home campaigns in the country with a live-action element, the concept went through thorough testing, both internally and with the team at oOh! Media, to ensure all the technical aspects were nailed down before the talent shoot. We’re proud of the result, and it was a pleasure to work with Network 10 and the MasterChef Australia judges.”
