Revolution360 has engineered custom-built billboard frames shaped to mirror the silhouette of Pepsi Max's new Manta bottle, turning the outdoor medium itself into part of the creative for the product launch.
The Cinch Frames took five weeks to fabricate, with a specialist welder shaping each frame to recreate the bottle's distinctive cinched silhouette while maintaining structural strength for outdoor installation.
The campaign spans five custom-built sites across Melbourne, Sydney and Brisbane, including Melbourne CBD, Southbank, Fortitude Valley, Randwick and Chatswood. Media was handled by PHD and creative by Special.
Josh Fitzgerald, Revolution360 general manager, said the most exciting thing happening in outdoor right now was physical rather than digital.
"Brands are rediscovering the power of creating something people can experience in the real world, rather than just consume on a screen," he said.
Maya Birve, PepsiCo senior brand manager CSDs, said the bottle redesign created an opportunity to push beyond standard OOH formats.
"The bespoke Revolution360 builds use custom cut-outs to showcase the distinctive curves of the new Pepsi bottle, bringing the redesign to life in a bold, visually impactful and unexpected way," she said.
PHD planning director Lily Trainor and media implementation director Mikeah Irving said the brief was to make the bottle's redesign impossible to miss.
"We challenged our media partners to move beyond a standard panel and make the new Manta bottle shape the idea itself. The result is an execution that makes the message land instantly," they said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.