Garnier is making waves as the first brand to leverage oOh!media’s dual screens enabled with 3D full-motion for its latest campaign, transforming the Martin Place Retail precinct into the Great Barrier Reef.
Conceptualised and created by oOh!’s in-house creative team, POLY, the 3D campaign brings the beauty and fragility of the reef’s coral ecosystem to life. The coral starts in a bleached state and gradually transforms into vibrant colours, symbolising how Garnier’s partnership with the Great Barrier Reef Foundation and the beauty brand’s ‘Plant a Coral’ campaign is helping to restore one of Australia’s natural wonders.
The two large format screens work in harmony to create a seamless experience of a turtle swimming between each, highlighting the interconnectedness of marine life and the urgent need for coral conservation.
Josh Gurgiel, Head of POLY, said: “This is an exciting milestone for both Out of Home and the way 3D creative can be used across two screens to tell a brand story. Through collaboration with Garnier and media agency Wavemaker, our team’s creative expertise ensured a best-in-class execution by crafting 3D OOH visuals that effectively leverage depth, motion and synchronisation. We know from Analytic Partners data that the quality of creative executions delivers 41% of OOH ROI*, and I’m incredibly proud of what we’ve achieved together.”
Alexander Bachem, Garnier Australia and New Zealand Marketing Director, said: “As soon as we heard about the dual 3D screens at Martin Place, we knew we wanted to be the first. Our partnership with the Great Barrier Reef Foundation is deeply linked to our commitment to greener beauty for all, with products that offer maximum efficacy and reduced impact on the planet. By working with POLY and Wavemaker, we’ve been able to creatively bring the Great Barrier Reef to life in the heart of Australia’s most populous CBD. It’s an impactful way for us to engage Australians on our mission to support the Great Barrier Reef Foundation to disperse up to 700,000 corals during this year’s spawning season – simply by purchasing any of our products at Coles from now until 5 November, 2024**.”
The 3D campaign extends across Sydney Metro stations and Melbourne’s CBD rail network, including Flinders Street, Parliament, and Melbourne Central. Additionally, the campaign is running at key locations across oOh!’s digital street network.
oOh! first announced the 3D dual screen offering at its Outfront ’25, showcasing the company’s leadership in creativity and innovation in Out of Home.
Sources:
*Analytic Partners, Australia norms, 2005-2024. Results benchmarked to TV + 100%
** Garnier’s 2024 Plant A Coral Campaign will be live in Australia at all Coles stores nationally from 25 September to 5 November 2024.For every Garnier product purchased from Coles during this time, Garnier will assist the Great Barrier Reef Foundation to plant a coral on the Great Barrier Reef in the 2024 coral spawning season.
