"In a cluttered and hotly-contested outdoor environment, only brands that are brave enough to stand out from the crowd will be seen, heard and remembered," says Martell Cognac brand manager Etienne Cassuto.
"Martell’s positioning line is ‘Be Curious’. The brand celebrates and inspires those who have the courage to be curious, take the unconventional path and make new discoveries. With all of our communication, we strive to bring this positioning to life, which is why we pushed our creative agency to create something new, something different, something memorable," he adds.
Situated along Corlett Drive in Melrose, Johannesburg, the billboard stands at 9.4m tall and measures 9.4m across. In an aim to create the illusion of movement and animation, 5 125 individual LEDs lie behind the billboard.
"What this billboard does is bridge the gap between static print and digital animation. This was essentially our brief," Cassuto says.
Created by a process called Color Alchemy, by a company of the same name, this technique combines a multi-layered print technology with full-colour spectrum lighting to achieve a range of visual effects.
"Martell is proud to be part of a naturally curious team that brings innovation to life, that pushes boundaries and defies the conventional in order to create the extraordinary," concludes Cassuto.
For more information, visit www.martell.com. You can also follow Martell Cognac on Facebook, Twitter or on Instagram.