Chemist Warehouse has continued to make waves with their digital domination using APN Outdoor’s Elite Screens in Melbourne. The chemist giant entered into a long term media partnership with APN Outdoor late last year and has already exhibited innovative use of the digital assets.

The most recent iteration of the campaign kicked off last Friday and was live across Melbourne’s iconic Young and Jackson Elite Screen and came to life in Federation Square.

With significant involvement from the public, the activation promoted the launch of Diesel’s new fragrance, Only the Brave, which is exclusively available at Chemist Warehouse.

Essentially, passersby and locals in the area were encouraged to take photos within the activation hub in Federation Square where a green screen was erected and emulated situations where ‘only the brave’ would survive.

These photos were then subsequently projected to the digital billboard that presides over the area providing participants with their five seconds of fame, as well as the optimum selfie moment.

As well as the green screen, brand ambassadors wandered the area giving out fragrance samples whilst leading wolf like husky dogs for good measure ; it was a truly a day for only the brave in Fed Square.

Mark Fairhurst, general manager- sales, APN Outdoor said, “It’s great to see brands like Chemist Warehouse having a little fun with activation hubs such as Fed Square. Being able to engage the public with interaction, reactivity and the odd wild-beast for good measure, truly elevates a campaign and grabs the public’s attention!

“We love to see this creativity incorporated into using out leading digital assets and applaud Chemist Warehouse for being brave with this activation, and utilising our assets’ capabilities in a way that retailers have yet to take advantage of.”