Billboards aren’t always the easiest thing to innovate. This large format out-of-home billboard was done by Ogilvy Johannesbrg.
Ogilvy Johannesburg in partnership with SuperSport recently created what seems from far to be a normal print billboard advertisement, but up close is real (synthetic) grass for a recent SuperSport High Definition (HD) campaign. The creative idea was developed to highlight Wimbledon in HD over the next two weeks in a way that passers-by can have a real life HD sporting experience.
The concept literally stems from the idea of getting a piece of grass on to a street pole. To highlight the fact that consumers can now watch their favourite tennis game in HD, Ogilvy used synthetic grass to drive home the message that one can “see every point up close”.
“Ogilvy has gone beyond the creative norm, by conceptualising something that was both innovative and fun,” said Andre de Villiers, Marketing Director SuperSport.
Hand painted, weighing at 360kg and measuring in at a staggering 4.5 by 18 meters high the Wimbledon in HD billboard took 3 days to erect. Passers-by in Sandton will be pleasantly surprised to see that on the billboard there will be real wear and tear on the ‘centre court line’ of the billboard which represents the progression of the tournament – just as one would see if they were at Wimbledon.
“The billboard is the heaviest that has ever been created in South Africa and we are excited to have been a part of the creative concept,” said Ogilvy Johannesburg Creative Director Louw Le Roux.
The billboard can be found on the corner of William Nicol and Grayston drive.