In what has become a much anticipated annual event, Continental Outdoor has produced its latest fashion show, the one with the unique angle: all the garments shown were made from old flex faces off Continental billboards. This year’s client and supplier winners were Outsurance Namibia (first) and Initiative Media and their client SAB (second), with the admin department leading the field as Continental Outdoor’s departmental winner.
Bazil Lauryssen, Continental’s MD, set the ball rolling at the company’s Bryanston offices. Five years down the road, what started as an internal team-building exercise has turned into a not-to-be-missed event in the media industry’s calendar, as well as a significant CSI contribution. Lyn Jones, marketing manager for Continental Outdoor Media and MC for the afternoon, explained that as the vinyl material used for the company’s Flex Faces is not bio-degradable, it is part of Continental’s green policy to put it to good use after its lifespan outdoors. Apart from school bags, and fun fashion items, the Flex Faces take on their new lease of life as linings for farm dams, handbags, wallets, purses and even furniture; all made by community organisations.
Each outfit reflected the team’s perception and understanding of their selected brand, with three minutes allotted to the models to encapsulate their particular brand essence. Three independent judges (Gigi of The Lollipop Lounge, winner of M-NET’s Survivor Search in 2010; Howard Fox, Marketing Director of GIBS and Aline Sciarappa, Media Director/Strategist at FNB) were hard-pressed to determine the eventual winners.
The winners from the clients and suppliers group received a Citilite Campaign from Continental Outdoor, first prize worth R100 000 and the runner-up’s prize valued at R50 000 in media space. The novel departmental parade culminated in the Admin Department, followed by the combined marketing/HR and facilities departments being awarded first and second prize winners by Adelaide McKelvey, Continental’s sales and marketing director.
The full list of entrants represented many facets of the out of home industry and its clients:
Stone Soup PR with Wag the Dog’s Women in Media and MOST Awards, OMD presenting McDonalds, SAB from Initiative Media, Outsurance, showing Namibia, New Venture Media with Emirates, Zenith Optimedia showcasing Nestle’s Nutren brand and Joe Public with aQuartz.
Continental’s departments kicked off with Ops (BMW M5), followed by Asset Management (Eskom), Marketing/HR/Facilities (Greenest Event), Client Services/IT (Thompson Tours), Admin (MIB), Finance (Glen Grants), SA Sales (Lucozade), Retail (Nespresso) and Africa Sales (DStv).