ABOUT

In Australia, nothing rallies the nation quite like the Ashes. And in amongst it, there’s one moment that ignites them all - the first ball. But, this year that moment was thrown down at lunchtime, on a Friday when most Australians were out of home, rather than in front of their TV screens.

So, together with Australia’s biggest sporting broadcasters, we transformed Australia’s largest out-of-home network, into one giant, real-time broadcast. Streaming the first ball of the Ashes, live for the entire country to see. Site-level broadcast technology was built into every screen, enabling a live, self-optimising OOH network that streamed the Ashes in real-time and adapted to every screen across the country. And we didn’t stop at the first ball of the series, we live broadcast the first ball for all five tests.
For the first time outdoor became broadcast, turning everyday screens into a shared, unmissable sporting cultural moment.