Network 10 partners with Cutting Edge and oOh!Media for 3DA MasterChef billboard

Network 10 has become the first commercial free-to-air television network to treat audiences to a 3D anamorphic (3DA) billboard in Australia.

Launching the newest season of MasterChef Australia: Secrets & Surprises with VFX and post production studio, Cutting Edge, the MasterChef Australia judges have taken over oOh!Media’s six-story 3DA site in Melbourne’s CBD, ‘The Bourke’.

Check out Andy, Mel, and Jock surprising pedestrians with an immersive taste of this season’s MasterChef Australia: Secrets & Surprises, below.

Network 10’s head of marketing - broadcast and digital, Andreana Walton, said: “To celebrate the launch of MasterChef Australia’s 15th season, we have leant into its Secrets & Surprises theme by treating audiences to the unexpected. We were after media channels with a ‘wow’ factor and could look no further than oOh! Media’s six-storey 3DA site, ‘The Bourke’. ‘The Bourke’ serves the busiest outdoor pedestrian mall in MasterChef’s home state of Melbourne. We’re thrilled to be the first commercial TV network to make use of this ground-breaking technology.

“Led by our incredible head of network design, Karen Song, Cutting Edge were fantastic to collaborate with and really brought our vision to life. Thanks to oOh! Media and our media agency, Wavemaker, we got to use a fantastic platform to immerse audiences in the MasterChef magic.” 

Cutting Edge’s creative director, Zenon Kohler, said: “Our Creative Studio, SQUEAK, jumped at the challenge to create a custom MasterChef piece for this giant screen.

“As one of the first 3D out-of-home campaigns in the country with a live-action element, the concept went through thorough testing, both internally and with the team at oOh! Media, to ensure all the technical aspects were nailed down before the talent shoot. We’re proud of the result, and it was a pleasure to work with Network 10 and the MasterChef Australia judges.”

oOh! Media’s chief content, marketing and creative officer, Neil Ackland, said, “MasterChef Australia’s latest campaign is a feast for the senses and a perfect fit for our 3DA site ‘The Bourke’. The exceptional creative execution leverages cutting-edge 3DA to make the larger-than-life hosts appear truly lifelike on Melbourne’s most coveted advertising site. I’m thrilled to see this classic show innovating and engaging audiences and making the MasterChef brand unmissable.”

See Also: 10 shares first taste and reveals premiere date of MasterChef Australia: Secrets & Surprises