In the competitive world of Out-of-Home (OOH) advertising, Revolution360 has just set a new benchmark in Australia with its latest collaboration with M&M’S, EssenceMediacom and T&Pm.
The campaign, unveiled on Swan Street in Richmond, is not just Australia’s longest street poster, it’s a creative statement that takes over the urban landscape, stretching a staggering 95.45 metres, longer than four Melbourne trams combined.
Usually home to 18 standard QUAD street poster frames, the site has been completely transformed. Where those frames once stood, 76 unique M&M’S posters now take over the entire street, each featuring cultural phrases and the brand’s iconic characters. The result? An impressive display of colour and humour, standing out on one of Melbourne’s busiest streets.
Joshua Bendall, Creative Solutions Executive at Revolution360, says, “This isn’t just a traditional OOH campaign. It’s about dominating the space, creating a massive presence that forces people to engage with the brand on a whole new level. Swan Street is a major thoroughfare, and with the stadiums and restaurants nearby, it’s a perfect location for maximum exposure. It’s bustling with foot traffic and cars, giving the campaign incredible reach.”
For M&M’S, the goal is clear: bring the fun and laughter of the beloved chocolate brand to Melbourne’s cultural hotspots and create an unmissable summer moment. It’s part of a broader push to make the M&M’S brand synonymous with summer enjoyment, and there’s no better way to do that than by transforming an entire street into a celebration of colour and fun.
Michelle Gazzola, Portfolio Director Bitesize at Mars said the length of the street poster is designed to highlight M&M’S inclusivity in a fun and engaging way.
“As a brand, we focus on celebrating our individuality and how we’re better together. The poster really plays on our iconic ampersand to join more and more of our M&M’S world together in a fun, dynamic and colourful way that has cut through in a bustling part of Melbourne. We’ve loved working alongside Revolution360 to extend our brand proposition into a tactical activation that brings the humour and character of our brand to life.”
Natalie Grgic, EssenceMediacom, Marketplace Manager says: “This campaign is a fresh and innovative approach to brand storytelling, capturing the playful spirit of M&M’S in a truly engaging Out-of-Home format. This breakthrough, industry first in OOH, pushes the boundaries of creativity and will make a real impact for M&M’S, grabbing attention, and getting people talking.”
Josh Fitzgerald, General Manager of Revolution360, adds, “At Revolution360, we don’t just deliver campaigns – we deliver brand fame. This M&M’S campaign is a perfect example of how OOH can go beyond traditional advertising.”
For two weeks, Melbournians will experience the magic of the M&M’S brand on a scale like never before, cementing Revolution360’s reputation as an OOH agency that’s never afraid to push the limits.
CREDITS:
Mars
Senior Brand Manager, M&M’S: Deborah Tran
Brand and Content Lead: Richard Weisinger
Portfolio Director: Michelle GazzolaRevolution360
General Manager: Josh Fitzgerald
Creative Solutions Executive: Joshua Bendall
Account Manager: Sofia XynasMedia Agency: EssenceMediacom
Marketplace Director: Lizzie Laws
Marketplace Manager: Natalie Grgic
Client Director: Matt Ridsdale
Planning Director: Jasmine Christie
Strategy Director: Sarah ForbesCreative Agency: T&Pm
Client Lead: Georgia Malcom
Account Director: Lauren Sotelo
Creative Director: Boris Garelja
Senior Creatives: Tom Fitzgerald & Ryland Summers
Account Executive: Sarah Dunkley
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