TASTE FOR SUCCESS / WIDE-FORMAT PRINT APPLICATIONS PT.1 61 Issue 342 - May / June 2023 email: news@printmonthly.co.uk The campaign was then planned, bought, and produced by MG OMD and Talon Outdoor’s Creative Solutions team which worked with Global Street Art and Jack Agency. “’Should’ve gone to Specsavers’ has to be one of the most iconic slogans in British advertising and has now provided an impressive 20 years of laughs (and brand awareness),” Jack Agency says, adding: “For Specsavers to celebrate the anniversary, it required something truly special, a creative campaign that would resonate online as much as on the streets, epitomising the years of work that have gone into every landmark advertisement.” Take Flight From a promotion reminding you to get your eyes tested, to a profession where eyesight is of paramount importance. In September last year, luxury brand Louis Vuitton linked up with OOH heavyweight JCDecaux on a special campaign at Shanghai Hongqiao Airport. Focused on the ‘Towards A Dream’ brand campaign, large prints were installed on walkways that connected the main terminal building at the airport with planes arriving and departing. Each installation featured an image captured by photographer Viviane Sassen, with the idea of promoting “imagination, freedom and discovery” – an apt theme given the location of the adverts. Placement of the adverts meant they drew the attention of passengers both arriving at and leaving Shanghai, but at the same time not proving too big of a distraction for pilots! Blow Your Own Trumpet Rounding off this mini celebration of wide-format print is an example of how PSPs can use their skills to promote their own business, even in crowded and busy locations such as industry trade shows. Fujifilm linked up with The Equinox Group and Fokina, a customer based in Germany, to produce a series of eye-catching graphics for its stand at the FESPA Global Print Expo 2022, which took place in Berlin. With print the topic of the exhibition, Fujifilm was looking for a way to capture the attention of visitors while showcasing what its technology can do. Working within its ‘Blueprint’ concept for wide-format, Fujifilm partnered with Fokina to print 71 ‘Blueprint Live’ graphics on five different types of media with its Acuity Ultra. These included one banner; three voiles; 12 back-lit TFS; 51 black-backed TFS; and four self-adhesive wall graphics. Event stand specialist The Equinox Group designed and built the 500sq m stand, which featured enough space for six Acuity presses to be showcased, a meeting room, bar, open seating area, and a storage space. “We have every confidence in our products,” says Kevin Jenner, European marketing manager at Fujifilm Wide-Format Inkjet Systems, who adds: “We know that the Acuity Ultra R1 and R2 series are easily able to cope with the workload from both a quality and media-handling point of view. Of course, you also need the right partner to drive those machines and meet very tight deadlines. “We needed the images to be perfectly aligned and we needed to have our ‘Blueprint Live’ logos absolutely pop out of the media, and they certainly did. We were delighted with the results and the cooperation between the parties involved.” With this feature serving as just a small showcase of some of the many weird and wonderful applications achievable with wide-format print, there should be plenty of food for thought here for those PSPs looking for new work in the segment and keen to put ideas to their customers. While your clients may have their own thoughts as to how best promote their businesses and products, speaking with them about what you can offer with wide-format print and how this can capture the attention of even the busiest passers-by, could open both your and their eyes to a whole world of new possibilities. For Specsavers to celebrate the anniversary, it required something truly special, a creative campaign that would resonate online as much as on the streets ► Fujifilm showcased its own wide-format capabilities at FESPA 2022 ◄ ‘Lost Ladder’ was among the clever displays featured in the Specsavers campaign
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