Ad-clad buildings: monster adverts!
Cohen says: “Penmore Towers is in a prime traffic flow area - visibility is possible from 2,8 kilometres away travelling from east to west on the M2, and from 1,5 kilometres away travelling from west to east. This project is a first of its kind in size and stature and gives maximum exposure to one of the country’s leading brands.”
“Penmore Towers is situated in Rissik Street, a major gateway into the Johannesburg CBD,” adds Cohen. “The location forms part of a vibrant and commercially active precinct and there is little doubt the campaign’s presence contributes to the general upliftment of the CBD.”
The individual wraparound banners are printed as single panels, then joined to form the full-sized advert. An experienced eight-man team abseiled down the building to reach the vertical facades, after which materials were lowered using electrical winches and bolted to the building.
Greg Garden of Nedbank Group Marketing says the words in the advert, such as ‘rise’, ‘grow’ and ‘make things happen’ were intended to get people to exceed their own boundaries and limitations.
Note: Any reader who would like to comment on what life is like INSIDE an ad-clad building should please write to derekd@kum.co.za
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