BUILDING GRAPHICS
Producing a high impact campaign
By Tracey Rushton-Thorpe
apturing the attention of passers-by can sometimes be a little more difficult than it sounds. In theory it’s easy because the concept of advertising on billboards is something which has been around for many years, but like everything, once the public gets used to seeing this type of advertising it soon becomes part of the everyday wallpaper of towns and cities. So how do you go about grabbing the attention of the public? The answer lies with being bold and making a statement which members of the public can’t ignore and one way to do this is through building graphics.
C It’s a wrap
You can’t beat a building wrap as a promotional tool, mainly because it is hard to miss, and if you get it, right people will still be talking about it in years to come. Let’s face it there have been some fairly iconic building wraps over the years including the Fort Dunlop building in
Birmingham, Selfridges and the Millennium Dome in 2005 as part of the 2012 Olympic bid. I suspect that if you did a straw poll most people would remember one of these, and that is the key to success – producing something which is hard to forget.
The concept of building graphics is something which has long been a mainstay of the advertising world on the continent, but for many years it didn’t really catch on in the UK. But with new technology and new substrates on the market it is now much easier to produce this type of promotional material meaning that it has now become far more widely seen on the buildings in our towns and cities. There are two main purposes for building graphics, the first being to hide unsightly construction work which is taking place on the building – well it’s far better to see an eye- catching graphic than a meshwork of scaffolding and construction vehicles. The second reason
for the use of building graphics is purely for promotional effect and some companies in key locations will even ‘rent’ their buildings to companies who wish to install wall and window graphics.
Anything goes
As far as building graphics are concerned, the scale of what is achievable is endless and ‘going large’ does not necessarily mean that you can’t also be environmentally friendly as we can see from a recent project at Selfridges in London in which BAF Graphics produced creative graphics to promote the Project Ocean campaign. Project Ocean is the result of a collaboration between Selfridges and environmental organisations including The Zoological Society of London (ZSL), the Marine Conservation Society and Greenpeace, to engage people in marine conservation. Through a five week programme of events, which took place during May and June
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SCREEN PROCESS AND DIGITAL IMAGING l July/August 2011
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