A seamless collaboration between the media platform, outdoor specialist, media owner, media and creative agencies delivered an outstanding campaign for Emirates Airlines, which has been recognised as the only South African outdoor finalist in the 2012 OBIE awards USA in Miami.
The OBIE Awards, which celebrates its 70th anniversary this year, is one of the oldest and most prestigious award ceremonies in the outdoor advertising field within the world. While Tractor Outdoor, a Cape Town based outdoor advertising company has been recognised for this world-class achievement, the fact remains that collaboration between all parties enable ‘out of this world’ ideas to come alive.
“Understanding the truth behind the Emirates brand principles of being the first amongst its competitors to drive innovation and support for the environment, gave us the advantage when proposing the concept to the client and gave us the knowledge that the proposal would be readily accepted,” says Robert Notrica, Business Unit Manager at MediaVest.
The potential award winning concept of ‘The vertical growth wall’ consists of a 6m high by 12m wide horizontal area on Kloof Street in Cape Town, which has been transformed into a living, breathing piece of art, through the use of carefully selected and placed contrasting vegetation representing the 100 destinations Emirates flies to.