The little advertisements are reportedly quite detailed, with battery-powered LED lights to illuminate them at night. They are glued into place with some kind of strong epoxy to keep any would-be thieves from stealing them. Although the billboards have currently only been spotted in Brisbane, Melbourne and Queensland, hopefully Marvel will expand this mini-marketing campaign to other countries.
Ant-Man is not one of the best known Marvel heroes, so the company has a lot of work to do in order to drum up excitement for their newest film. Although the character is a founding member of the comic book Avengers, he has not been included in the Marvel Cinematic Universe until now. Ant-Man
tells the story of Scott Lang (Paul Rudd), a thief armed with the ability to shrink in size but increase in strength. He must help his mentor, Dr. Hank Pym (Michael Douglas), protect the secret behind his Ant-Man suit, as well as plan and pull off a heist that will save the world.
The campaign was executed by Carat and Posterscope Australia.