Spangled billboards and rainbow cans feature in V Energy's Mardi Gras campaign.
V Energy Drink has launched an interactive out-of-home (OOH) campaign for Mardi Gras in partnership with JCDecaux and OMD.
The campaign, 'The fabulous hit that improves you a bit', features a limited edition rainbow can that was created for the event.
Activations include a photobooth with on-screen filters where passers-by can take instant photos that are dispensed from a billboard.
JCDecaux head of creative solutions Alan Klein says: “The combination of a digital touchscreen linked to an instant printer is an Australian out-of-home and JCDecaux first and a compelling way for participants to receive instant value from interacting with a campaign.”
The campaign also features a 'spangly' billboard with shimmering sequins matching the rainbow cans.
This is the fifth year V Energy has supported the Sydney Gay and Lesbian Mardi Gras, with Frucor brand manager Alana Lucci stating the brand is delighted to play a role in the overall success of the event.
The campaign will run on Sydney's Pitt Street Mall and Martin Place from 28 February to 6 March.