| BY Ricki Green |To launch Pepsi Max’s new Manta bottle, Special Australia has taken the product’s new silhouette to the streets, with custom-built “cinch frames” reshaping billboards to mirror the bottle’s distinctive curves. The frames took five weeks to fabricate, with a specialist welder shaping each one to recreate the bottle’s cinched silhouette while maintaining the structural strength needed for outdoor installation. The campaign, created in collaboration with PHD Media Australia and Revolution360, spans five custom-built sites across Melbourne, Sydney and Brisbane, including Melbourne CBD, Southbank, Fortitude Valley, Randwick and Chatswood, turning the product itself into the hero of the activation.