JCDecaux Paints Australia Barbie Pink

JCDecaux Australia has partnered with Universal Pictures Australia on behalf of Warner Bros. and Essence Mediacom to launch ‘Paint Australia Barbie Pink!’, a captivating campaign designed to transform the nation into a vibrant and unforgettable celebration of Barbie, pinkest movie event of the year.

“The new Barbie film promises to be a must-see moment in pop culture. The national JCDecaux Out-of-Home campaign will captivate audiences of all ages, transporting them to a world of laughter, fashion, and imagination by showcasing the joy and excitement that Barbie brings to the big screen,” says Max Eburne, Chief Commercial Officer, JCDecaux Australia.

Suzanne Stretton-Brown, Marketing Director of Universal Pictures Australia, adds that the Out-of-Home campaign with JCDecaux plays an integral role in promoting Barbie. "Our ambition was to disrupt the Australian winter by spreading Barbie summer joy and painting the town pink. The film is a visual feast, and Out-of-Home is the perfect channel for replicating the visual spectacle and engaging core audiences. We created bespoke artwork specifically for the bus shelter immersion, which JCDecaux was instrumental in helping bring to life."

With a carefully curated selection of engaging and impactful formats, including a bus shelter immersion in Sydney’s Bondi Junction and consecutive JCDecaux Cross Track panels at Town Hall station, national Transit Megasides, Digital Large Format and Smartframes, the campaign is set to create a spectacle of fun and entertainment.

Yasmin Cullum, Marketplace Associate Director from Essence, comments,  "Out-of-Home is critical to generate enough excitement to drive audiences to the cinema for this iconic pop culture moment. Through JCDecaux, we've incorporated multiple touchpoints using a mix of formats that invited our audience to step into a moment of joy and inside Barbie's wardrobe!"

The campaign runs until 30 July.