Irish lions tour 2013
JCDecaux is the world’s number one outdoor advertising company, supplying advertising opportunities across rail, retail, roadside and airport environments, placing media where it matters. They are dedicated to pushing boundaries and challenging the conventions of outdoor advertising by using up-to-the-minute technology and innovation.
They have over 434k advertising panels on streets in 3,700 cities and over 358k advertising panels in more than 150 airports and transport stations. From interactive bus shelters to show stopping billboards, JCDecaux deliver attention-grabbing campaigns that continually inspire audiences.
The Brief
HSBC was the proud principal partner and shirt sponsor of the British and Irish Lions Tour to Australia. They worked closely with JCDecaux to create an advertising presence in Victoria station, London to promote the upcoming Lions tour. The brief supplied to Cestrian was to provide a large format printing solution to hang fourteen 2.8m x 2m double-sided rugby shirts inside the station. An image mock-up was supplied by the client to illustrate how the finished product would look.
Challenge
The shirts had to be sturdy enough to sit comfortably and hang off the structure columns. But they also had to be light enough for easy installation and to meet health and safety procedures. When the artwork was supplied by HSBC, it was assessed and tested, only to find out that it contained a weak spot that deemed it unsafe.
Solution
To save time and stay flexible the artwork was amended in-house to re-position the shirt layout and remove the weak point on the client’s original designs. To test the fixtures, fittings and environment of the busy station,a sample shape was produced to be trialled in situ. The final material proposed, and the safest, was a 5mm Correx cut to shape with self-adhesive vinyl mounted both sides.
Results
The solution provided the following benefits: – Lightweight – for easy installation, removal and to adhere to health and safety regulations – Sturdy – to ensure that the shirts hung appropriately – Improved end-product – through testing and artwork amends – Effective, eye-catching large format graphics delivered on time and within budget – HSBC were so impressed with the final product, they ordered smaller versions for a Lion’s homecoming party.
Technology
For exceptional print quality and speed, the vinyl was produced on the Durst Rho 500R printer. The shirt shape was created using an Esko Kongsberg XP24 – a CAD cutting table perfect for cutting a variety of substrates. Finally, each item was eyeletted for level suspension on each column.
Client Comments
“Cestrian Imaging were spot on in the production and delivery of the HSBC correx shirts, matching the brief that we initially supplied. The advice and support that was provided throughout the process was very good and helped to contribute to the overall success of the campaign.”
