Sydney’s World Square has become the stage for a bold new outdoor advertising format as VMO unveiled its first campaign on The Cube in partnership with Perfetti Van Melle’s Mentos and Havas Media.
The striking 4x4 metre LED installation, designed to reflect Mentos’ new cube-shaped gum, delivers a full-motion creative display visible from every angle in one of Sydney’s busiest retail and commuter hubs. With 3D animation that transforms the gum pack into dynamic visuals, the campaign alternates between flavours before shifting into a point-of-view style video. Surrounding screens amplify the concept with bold campaign lines and eye-catching effects that highlight the product’s distinctive cube form.
“We’re beyond excited to be the first brand to bring a campaign to life across VMO’s new format, which perfectly and creatively aligns to our new product,” said Nikolah Gibson, senior brand manager for Perfetti Van Melle in Australia and New Zealand. “To connect with Gen Z, we knew we had to break the mould. Mentos Cube isn’t just gum—it’s a burst of flavour that celebrates self-expression and individuality.”
Paul Butler, managing director of VMO, called the launch “a demonstration of why this format is changing the outdoor game in Australia. It’s bold, unmissable and unlike anything else.” He added that having Mentos as the launch partner captures “everything The Cube was built for—bright, powerful creative, spot-on alignment, and innovation that proves how well creativity and media can work together.”
Running until Sunday, the Mentos Cube campaign combines the LED spectacle with sampling activations, giving audiences a direct taste experience at the point of impact. It is further amplified across VMO’s path-to-purchase screens and large-format retail networks, with extensions into transit and social media to connect with younger audiences.
According to Havas Media, showcasing the cube form was central to the strategy. “Carrying Mentos Cube’s distinctiveness from product to media ensured the brand stood out and became unmissable for Aussie gum chewers,” said Laura Beckmann, account director at Havas Media.
Launched earlier this year as part of VMO’s Dimensions suite of outdoor screen solutions, The Cube is now positioning itself as a game-changer in Australian out-of-home advertising—one that combines immersive creativity with bold brand storytelling.
