JCDecaux has launched a broadcast-scale 3D advertising platform, JC3D, across its Airport and Rail network, reaching 450 screens and multiple formats nationally.

"For a long time our clients have been wanting a 3D solution that offers more than a one-off stunt. With the activation of our broadcast-scale 3D across more than 450 screens spanning our national Rail network and Sydney and Perth Airports, JCDecaux is establishing a new era of immersive advertising experiences," said JCDecaux Chief Commercial Officer, Max Eburne.

The platform uses forced perspective, an optical illusion technique that creates a 3D effect using framing and shadows.

"The scale of the JC3D offering provides true broadcast reach, ensuring brand messages can reach audiences nationwide. JC3D uses forced perspective – an optical illusion technique that creates a 3D effect using framing and shadows. Unlike anamorphic or augmented reality 3D, our approach ensures that viewers can experience the 3D effect from multiple angles, not limited to specific vantage points," said JCDecaux Group Manager Creative & Digital Solutions, Lama Perin.

SBS's Alone Australia Australia utilised JC3D as part of its marketing campaign, partnering with JCDecuax's in-house creative team and media agency Hearts & Science.

"Using JCDecaux’s 3D solution allowed us to go beyond being a mere advert; it's an experience that captures the audiences leaving a lasting impression – just as Alone Australia does. The JCDecaux team developed the final 3D creative for us, conveying the thrill of Alone Australia in a visually compelling and narrative-driven way, which connects audiences to the raw experience of the Alone contestants braving the elements on their own in their bid to survive the longest," said SBS Chief Marketing and Commercial Officer, Jane Palfreyman.

Hearts & Science Head of Strategy, Georgia Leathart, said: “The choice to use outdoor 3D creative to showcase New Zealand’s wildlife was intentional. This allowed us to communicate effectively to audiences the change of location and scenery for this year’s season.”

Alone Australia Season 2 launched on March 28 and was viewed by more than 812,000 Australians. SBS’s 3D Out-of-Home campaign is complemented by Transit, Small Format, and Large Format across the eastern seaboard.