Bespoke out-of-home and street poster company Revolution360, has created an eye-catching CBD campaign for 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, part of VMG, 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,” Fitzgerald 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 it’s 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 a dream state to reality, it brilliantly captures the idea that Collarts can help bring your creative career dreams to reality.
