Garnier, in collaboration with oOh!media and POLY, has launched what they claim is Australia's first synchronised 3D campaign. The campaign transforms the Martin Place Retail precinct into a representation of the Great Barrier Reef.

The 3D campaign was conceptualised and created by POLY, oOh!'s in-house creative team. It uses two large-format screens to create a seamless experience of a turtle swimming between each, highlighting the interconnectedness of marine life and the need for coral conservation.

The campaign is part of Garnier's partnership with the Great Barrier Reef Foundation and the beauty brand's 'Plant a Coral' campaign. It extends across Sydney Metro stations and Melbourne's CBD rail network, including Flinders Street, Parliament, and Melbourne Central, and is also running at key locations across oOh!'s digital street network.

oOh! first announced the 3D dual screen offering at its Outfront '25, showcasing the company's leadership in creativity and innovation in Out of Home.

Alexander Bachem, Garnier Australia and New Zealand marketing director, said, as soon as the team first heard about the dual 3D screens at Martin Place, they wanted to be the first to use them.

"Our partnership with the Great Barrier Reef Foundation is deeply linked to our commitment to greener beauty for all, with products that offer maximum efficacy and reduced impact on the planet," he said. "By working with POLY and Wavemaker, we’ve been able to creatively bring the Great Barrier Reef to life in the heart of Australia’s most populous CBD. It’s an impactful way for us to engage Australians on our mission to support the Great Barrier Reef Foundation to disperse up to 700,000 corals during this year’s spawning season - simply by purchasing any of our products at Coles from now until 5 November, 2024."

Josh Gurgiel, head of POLY, cited an exciting milestone for both Out of Home and the way 3D creative can be used across two screens to tell a brand story.

"Through collaboration with Garnier and media agency Wavemaker, our team’s creative expertise ensured a best-in-class execution by crafting 3D OOH visuals that effectively leverage depth, motion and synchronisation. We know from Analytic Partners data that the quality of creative executions delivers 41% of OOH ROI, and I'm incredibly proud of what we’ve achieved together," he added.