JWT Sydney, VML, and Liquid Ideas have collaborated on an experiential, execution for client Kelloggs.
The creative is designed to promote cereal brand Special K, utilising retail panels designed to resemble changing room mirrors, modified to show the viewer wearing Speciak K branded clothing.
"Involving our audience is a fun way to build awareness and a buzz around the brand,” said marketing director of Kellogg's, John Broome.
“Having these ads in shopping centres enables shoppers to act on their intention to fulfill their New Year's resolution of starting a healthy lifestyle by being active."
Ooh head of production, John Purcell said: "This innovative execution of our retail panels really puts shoppers in the advert and creates a new level of connection between the product and consumers."
Ooh said the execution had the potential to reach 62 per cent of shoppers nationally.