JOHANNESBURG: Anglo American recently sent out a brief saying that they wanted an outdoor site that would create a 'Big Impact' and must feel that 'Anglo is a force to be reckoned with'. MMAP and one of its media owners Xtreme Media, came up with an exciting solution.
A spectacular site situated on the South West corner of Jhb CBD, overlooking the entire Crown Interchange. This is where the M1 meets the M2 in all directions North, South, East and West. Extremely heavy vehicle traffic, in excess of 500000 vehicles, pass this site daily with run ups that are very long. This is the busiest interchange in South Africa and is on route to both Soccer City and Ellis Park. 5000 sq. m of material weighing in excess of 1.65 tons were used.
MMAP's work on the Anglo campaign is an iconic addition to the Johannesburg cityscape. The impact of the creative is maximised by the innovative use of light - the headlight on the miner's helmet lights up at night.
Some cityscapes are defined by OOH. What's New York's Times Square or London's Piccadilly Circus without the light and movement of their LED boards? That is not to say that breaking through the clutter in areas like Gauteng's freeways or Sandton does not present its challenges.