A 3D metaverse-like billboard in Melbourne’s CBD

Chris Pash
By Chris Pash | 21 February 2022
 

Australian telco Circles.Life today unveils a 3D billboard on the corner of Lonsdale Street and Swanston Street in Melbourne’s CBD. 

The billboard, featuring  individuals as 3D avatars, sits atop Melbourne’s Emporium shopping centre with the aim to make people feel like the main character in their own story.

Launching the billboard are a range of Circles.Life customers and notable Austrralians including the AJ Clementine, creator, model and LGBTQI+ advocate, gaming influencer Joel Bergs, and Josh and Matt, the creative duo of Josh and Matt Design.

“I think it's so important to be able to express yourself and be the main character in your own story, and being able to do that as part of Australia's first 3D billboard with Circles.Life is amazing," says AJ Clementine.

"I always dressed up my video game characters so creatively as a child - showing off your unique self is a gift and I loved being able to do that with my avatar." 

The campaign, via experiential agency INVNT and media agency Mediahub, will feature a mix of full body and head-only avatars that have been created for each individual.

Josh and Matt: “It’s so important to feel like the main character in your story because you only get one life so you have to live it to its fullest! We are all unique so we think it’s important to show that in the way you dress, decorate and live, as well as your values.” 

Other notable Australianms and creators involved in the 3D billboard include @the.brokegeneration, @sytreem, @teagan_fit, @ancienthydra, @emlucin, @melbfoodieee, @mikaylah, @sidelogic, and @galacticlegendhynesy.

Local Ciricles.Life customers featuring in the billboard include Mary Georgiou, Hassaan Ahmed, and Nicholas Gerardi, also known as the iconic drag queen Ivana Kabab.

Emilie Chell, Head of Marketing, Growth and Experience at Circles.Life: “You can always tell who the main character is in a movie or TV show by who’s featured on the billboard. At Circles.Life, our customers are number one. This isn’t just something we say, it’s something we live by. We’re a new kind of telco, with our customers in charge. We also have the highest rated app of any telco in Australia, which means our customers have the power right in the palm of their hands."

“Every day we enable a new way of communication across the country for more than 100,000 customers. The 3D billboard was a way to allow our customers to communicate in a completely new way and something Australia has never seen before. As a technology company, we always want to be pushing the limits of what’s possible - and we’re not afraid of being ‘the first’.”

The 3D billboard will be live running the avatars and bespoke messages 24/7 from Monday, February 21, to Sunday, February 27, and on a select rotation until 6 March.

The best way to experience the immersive billboard is to head across the street from Melbourne’s Emporium, stand in front of 258 Lonsdale Street and look up.

 

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