The most awarded new musical and Broadway’s number one show Wicked is launching in Sydney this October with a spell-binding JCDecaux Innovate campaign.

Featuring wickedly interactive custom-built panels, the Innovate campaign puts the magic of the witches of Oz into the hands of Sydney-siders. With the press of a button passers-by can cast a spell – accompanied by a clap of thunder, a swirl of smoke and a tune from the hit musical. The showcase panels also feature an automated Wicked clock that counts down the minutes until the witching hour.

ACMN creative director Guy Mansfield said, “I think JCDecaux may have pulled off a world first in their execution of a brilliant idea from ACMN Design Director, Lisa Loxley, to fill Citylight panels with green swirling smoke, a music sample and thunder claps all at the press of a button – quite incredible.”

Danni Robinson, JCDecaux Australia innovate operations manager said: “A visual feast that truly breaks away from a traditional OOH experience. We are so excited to see this magical campaign on the streets of Sydney.”

The Innovate panels are live in Sydney on George Street (outside of the Apple store) and Martin Place (outside of Channel 7 studio’s) from Tuesday 23 – 29 September.