B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Is This 3D Floating Cat The Future Of Outdoor Advertising?
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Is This 3D Floating Cat The Future Of Outdoor Advertising?
AdvertisingTechnology

Is This 3D Floating Cat The Future Of Outdoor Advertising?

Andrew McKean
Published on: 8th December 2021 at 9:00 AM
Andrew McKean
Share
3 Min Read
SHARE

The future of outdoor advertising has potentially kickstarted from a floating feline.

Suspended over Tokyo’s Shinjuku train station, a giant digital cat stretched, meowed and would curl into a sleepy ball after midnight.

As reported by The Washington Post, the cat, along with a cresting ocean wave (shown below) displayed in Seoul, wasn’t a biology experiment gone awry.

https://www.bandt.com.au/information/uploads/2021/12/The-WAVE-World’s-Largest-Anamorphic-Illusion.mp4

Both were 3D anamorphic outdoor ads, proofs of concept from several Asian firms.

The pieces would inspire designers at British ad company Ocean Outdoor – which owns many public screens – to create tools for a separate 3D ad platform called DeepScreen.

Deepscreen is part installation, part “1984” esque vision, that hints at what commercialized outdoor spaces could soon look like.

With locations like Piccadilly Circus, the heart of London’s West End, along with others across Europe, this has attracted advertisers including Fortnite, Netflix, Vodafone, Deliveroo and Amazon.

Amazon’s Prime Video promotion of the ‘The Dark One’s (shown below) gives off an effect so strong it could give passer-by’s the impulse to duck from the realistic graphics.

The Dark One's forces have arrived in London, Piccadilly Circus but Moiraine rises to meet them. #TheWheelOfTime premieres November 19th, come join the fight? ⚔️ pic.twitter.com/1C2VEsWVT2

— Prime Video UK & IE (@primevideouk) November 15, 2021

This new trend of gargantuan branded figures is innovative and has every possibility of ushering in a new era of advertising where full-bodied branded action takes over city streets.

Giant digital play spaces are fun, dynamic trends which open new worlds of opportunity in the advertising world.

“When you literally have things popping out of a billboard at you, it feels inviting in all kinds of new ways,” said Greg Coleman, Prime Video’s global head of marketing and franchise.

However as noted by the Washington Post, a move towards 3D could turn public commons into obtrusive brand exercises.

While advertising is already impossible to ignore, the new technologies afforded to advertisers could border on invasive if displayed.

“This is exciting and it’s attention-getting,” said Arun Lakshmanan, an associate professor of marketing at the University at Buffalo School of Management.

However, he also stated, “It also could really start getting intrusive.”

On the other hand, supporters of the anamorphic technology, say that pedestrians already have their heads buried in their phones and maybe soon, AR glasses.

But, even the sceptical would admit there’s something cool about dynamic images occupying the space around us.

It can also be said that the next steps forward in ‘forced perspective’ imagery and filmmaking will only offer a more lifelike version of what already hits us daily on social media.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: 3D advertising, Amazon Prime
Share
Andrew McKean
By Andrew McKean
Follow:
Andrew McKean is a financial journalist specialising in investment markets, financial advice, and superannuation.

Latest News

Nick Thomas.
Nick Thomas To Depart Amazon Ads, Jess Roach Steps In As National Head Of Sales ANZ
10/07/2025
WPP Feels The Pinch Of Poor New Biz Performance
10/07/2025
Scott Heron.
Aussie Marketer Confidence Rebounds To Highest Level In 3 Years, Finds Sonar Group Report
10/07/2025
Spotlight On Sponsors: Voltaren’s Newest Ambassador Candice Warner Set To Lace Up For The City2Surf
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?