Award-winning creative production powerhouse Onion Bulb Productions (OBP) unveiled an advertising innovation with their “Out of this World” integrated 3D billboard campaign, effectively presenting to brands the limitless possibilities to reach and engage with their audience in driving business growth.
Splashed on its 400-meter integrated 3D billboard at 5th Avenue, Bonifacio Global City, are two astronauts exploring the vastness of outer space, symbolizing the boundless potential for brands to explore new ways to engage with their target market.
The ”Out of this World” campaign is the latest in the series of stunning innovations by OBP, which was awarded last year by the Philippine Marketing Association (PMA) for being the first in the country to introduce Naked Eye 3D LED billboard ad. The award is a testament to Onion Bulb Productions’ excellence in this innovative advertising platform.
OBP Creative Director Tak Manabat said that the “Out of this World” campaign is different from the first integrated materials that they have launched.
“The procedure, tools and software used to create our 3D materials remained the same but for this particular Out of this World” campaign, we focused on other factors such as consumer behavior, demographics of people visiting the area and the types of content that capture their interest,” Manabat adds, saying that they also elevated the rendering to achieve a more lifelike quality.
The OBP team recognized that the 3D billboards are most effective when they capture viewers’ attention and the latest astronauts project did exactly that with a lot of people taking photos and videos of the integrated billboard and posting these on social media, expressing their awe for the said campaign.
Manabat further said they applied the principle of “less is more” for this campaign, keeping the content simple with minimal visual elements to emphasize the astronauts and their movements.
“We believe that this project pushes the boundaries of current standards by showcasing the advanced capabilities of 3D billboard integration. While many remain uncertain about how this technology works and are hesitant to take the risk, OBP showed that it can be done by clearly demonstrating the potential of 3D,” OBP Executive Producer Michiko Tañedo adds.
“We are now in an attention economy and it is critical for brands to be able to create dynamic content with enhanced viewers’ experience. This increases the livelihood of driving conversions and business growth. OBP has set a new benchmark for innovation in visual advertising in this campaign, encouraging more brands to explore and invest in 3D advertising that would provide them with a unique and larger platform for brand promotion,” Tañedo said. Industry research shows that companies that invest in innovative advertising technologies experience a significant revenue growth compared to their competitors.
