Release seen in B&T
Bespoke out-of-home and street poster company Revolution360, part of VMG, has created an eye-catching CBD campaign for leading tertiary arts education college, Collarts, using lenticular technology to engage potential students.
The multi-touchpoint campaign which was planned and bought by independent media agency Match & Wood, with creative by Sunday Gravy, has transformed several panels across high-traffic areas in Melbourne, using lenticular technology to create a 3D-effect that changes as pedestrians walk past.
Revolution360 was selected for its innovative approach to intercepting school leavers and mature-age students as they make their way through Melbourne.
The urban-focused campaign has been designed to target people interested in university education and career advice.
Collarts’ Head of Marketing and Communications, Chris Parkes said. “As a leading creative industries education provider, we are constantly looking to engage with our audiences through the most unique, and interesting mediums. The lenticular opportunity put forward by Match & Wood delivers on that, allowing Collarts to continue to connect with audiences in a way that aligns to our brand ethos.
Revolution360 National Sales Director, Josh Fitzgerald, said the campaign was a sound example of using contemporary, technology-focused out-of-home to reach core audiences.
“The use of lenticular technology for the Collarts campaign directly aligned with its vision of engaging young people, mature-age students and those interested in pursuing higher education in the arts, in a really innovative, creative way,” he said.
“We wanted to create something that was truly show-stopping, and really encouraged pedestrians to engage with the advertising in real time. The lenticular panels encourage passersby to not only view the messaging, but to interact with it as it changes, helping to position Collarts as a true leader in creative thinking.”
Ryan Hancock, Implementation Planning Director at Match & Wood, added “We were excited to bring the campaign proposition of “It’s only a dream ‘til its not” to life in the real world, and lenticular technology was the ideal vehicle. As the eye-catching and multi-layered creative transforms to from dream state to reality it brilliantly captures the idea that Collarts can help bring your creative career dreams to reality.”