Monster Advantage
The Australian Open is the first major cultural ignition point in Melbourne’s post-holiday slump. A huge opportunity for the Australian Retirement Trust to shake it’s blue hairy tush.
But how do we show up at such a high profile event without a partnership, time or even a budget? We just show up everywhere else.
Donning his tennis whites we plastered our big blue monster Artie, across Richmond with an OOH takeover. This positioned ART as part of the action well before you enter the AO.
Another way we captured eyeballs was with other eyeballs. Artie’s eyeballs. Locked onto tennis balls.
At this point we needed to stretch the non-existent budget a bit further, so I pushed for some ai magic to be used on this static image. Using Firefly we were able to achieve a very natural eye movement and landed a classic tennis gag. Artie felt like he was really watching an intense rally at an AO match.
This was served up as a geo-targeted ad for those attending Melbourne Park. We even utilised their social team to create content by smuggling Artie plushies onto the grounds, Trojan horse style.
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