Wilson Roberto — May 15, 2006 — Marketing
An amazing example of innovative communication design, this billboard by New Zealand's Clemenger BBDO won a Bronze Lion at this year's Cannes. The billboard uses over 12,000 aluminum pegs on a white background to to create images using the sun instead of conventionally printed media. When there is no sunlight the billboard appears to be blank, but in the sunshine a sunbathing woman appears. The halftone image is ingeniously created by varying the lengths of the pegs, each casting different sized shadows to form the image as the sun moves across the sky. The simple tagline reads "makes sense when the sun's out." Considering the product being advertised is suncreen, this solution is not only incredibly innovative and rich in original concept, but completely relevant and appropriate.
Trend Themes
1. Sun-powered Billboards - There's an opportunity to bring innovative communication design to outdoor advertising by developing more billboards that rely on the power of the sun to create images instead of conventional prints.
2. Aluminum Peg-sourced Images - Aluminum pegs could potentially be used as an alternative source of images in the pursuit of more sustainable advertising materials.
3. Synchronized Shadow Casting - The technique used to create the image on the sun-powered billboard presents an opportunity to explore the potential of synchronized shadow casting as a medium for creating billboard images.
Industry Implications
1. Outdoor Advertising - This sun-powered billboard presents a new direction for innovation in outdoor advertising.
2. Green Advertising - The use of aluminum pegs to create images instead of printing on conventional materials opens up possibilities for more eco-friendly advertising materials.
3. Suncare Industry - The relevance of this sun-powered billboard to the suncare industry presents opportunities to create more innovative and contextually relevant advertisements for this industry.
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