Revolution360 has unveiled Australia's first outdoor advertising format combining four large-format billboards into a single connected creative canvas, with Toy Story 5 from Disney and Pixar as the launch campaign.
The North Melbourne Monument is located on Flemington Road, less than two kilometres from the Melbourne CBD, reaching around 16% of Melburnians each month.
The format gives advertisers exclusive ownership of all four panels, allowing creative across each billboard to work as a connected whole and dominate an entire intersection.
Josh Fitzgerald, Revolution360 general manager, said the format gave brands the opportunity to create outdoor campaigns Australians had not seen before.
"This isn't just four billboards sitting side by side. It's an advertising monument that gives brands the opportunity to think bigger. There's nothing else like it in Australia. It's the kind of format that's impossible to ignore," he said.
Michael Fishwick, CEO of parent company Venetian Media Group, said premium outdoor continued to cut through in an environment where consumers had become skilled at ignoring advertising they could skip or scroll past.
"The right location, the right creative and the right format still stop people in their tracks. We've always believed great locations are the foundation of premium outdoor, but today's advertisers also want ideas that create conversation," he said.
The campaign was handled by Zenith.
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