The copy paper supplier has plastered its “transforming paper” campaign at outdoor sites across the country, including the largest billboard in the Southern Hemisphere in Tullamarine, Melbourne.

As well as roadside billboards, large-format work has appeared on a Melbourne tram. Work is handled by outdoor companies JCDecaux, Eye Drive and APN Outdoor.

One of the most eye-catching jobs uses 3D ‘Motion Outdoor’ lenticular panels produced by New Zealand printer Outer Aspect.

Outer Aspect’s Jonathan Moon said the job was printed on a hybrid digital press that the company developed using Canon heads.

The campaign is running in conjunction with a Double A TV commercial created by Transformers director Michael Bay, which features transforming printers.

Double A senior executive vice president Thirawit Leetavorn said the “transforming paper” campaign set out to challenge the way people traditionally view paper.

“Double A is thrilled to collaborate with Paramount Pictures and Michael Bay,” he said.

“It is an enormous opportunity for Double A to step onto the world stage.”

Double A sources its product from Advance Agro, which runs Eucalyptus plantations and mills based in Thailand.

Transformers: Dark of the Moon premieres in Australia on 29 June. The transforming printers commercial can be viewed here.

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