Roadshow are letting the money do the talking with an innovative outdoor campaign to launch The Wolf of Wall Street in Australia.
The cashed up concept -- launched in partnership with JCDecaux Innovate and Roadshow Films -- features Citylights panels filled with genuine $100 bills to the value of $10,000.
The custom built panels are fitted with fans to create a whirlwind of cash -- swirling behind an image of the film's highflying protagonist, played by Leonardo DiCaprio. Security staff will guard the panels from 7am -- 7pm Monday -- Friday and 10am -- 5pm Saturday and Sunday (with the money removed overnight).
Rob Moore, Marketing Manager- Aus/NZ, Roadshow Films, said: "We are proud of the process we've built that helps us to achieve work of this calibre. Though it takes months to get from initial brief to final execution, the ends certainly justify the means. Vitally, this has been a real team effort between Roadshow, OMD, and JCDecaux and we're delighted with what we've been able to achieve. A small fortune blowing around in the breeze, such a perfect fit for The Wolf of Wall Street, which opens in cinemas January 23."
"When it comes to pushing the boundaries of the out-of-home format, you don't get much more interesting and surprising than this!" Max Eburne, general manager of sales and marketing at JCDecaux Australia, said.
"We love the fact that Roadshow challenge us to conceive and deliver great creative concepts, and we know that this campaign will truly stop people in their tracks."
The Citylights campaign is live from January 21 -- January 27 in Sydney, Melbourne and Brisbane. Innovate panels will appear at Elizabeth Street, Martin Place in Sydney, Southern Cross station in Melbourne and Queen Street Mall Brisbane.
Media agency: OMD
Advertiser: Roadshow Films
YouTube Audio: Edited version of "FM" by Jahzzar (http://betterwithmusic.com)