Innovation coupled with a dash of humour and loads of creativity was the main feature of Continental Outdoor’s annual Flex Face Fashion Show last week. Staff and clients were challenged to transform billboard flex faces into outfits that encapsulated the essence the brands they represent.
Each team was given a challenge to design an outfit that best demonstrated its perception and understanding of the brands. And they only had three minutes to make a plan.
The teams had to research their brand, its pay-off-line, the brand intrinsics, what it stands for, its personality, and the jingle or sound associated with it. As Continental Outdoor points out, anyone who has felt the weight and thickness of a flex face will understand the challenge that this posed.
To explain: Outdoor flex face vinyl, the material most commonly used to flight billboards, is not bio-degradable, and as part of Continental Outdoors’ commitment to its green policy, old ‘faces’ are contributed to the community organisation to make handbags, wallets, purses, and even furniture. This gives the vinyl an extended life.
The Flex Face Fashion Show is another way to demonstrate how brands can be taken beyond the billboard onto the catwalk.
The three independent judges for the event: Gigi from the Lollipop Lounge, Gordon Patterson of The Starcom MediaVest Group and Jennifer Daniel from Telmar, rated outfits based on the use of the flex face material, the communication of the brand essence, and the creativity of the outfits.
The standard of the outfits was exceptionally high and the judges had their work cut out for them. In the client/agency category the first and second prize of a R100 000 and R50 000 Citilite campaign were both won by Mindshare modeling KFC and Kelloggs outfits. The Admin Department won the Continental Outdoor staff challenge.
Creative, exciting and insightful outfits were also modeled by BMW with their rugby campaign; Busby modelled their Guess, Aldo and Nine West brands, Outsurance from Namibia; while Hirt & Carter modeled Black Label, the Lollipop Lounge and Renault.