BUILDING GRAPHICS
in Oxford Street’s Ultralounge, Selfridges aim was to increase awareness of eating more sustainably and supporting marine protected areas. They also launched a fundraising initiative in order to set up the Selfridges Marine Protected Area as part of ZSL’s chain of protected reefs in The Philippines. BAF Graphics was commissioned by Selfridges to produce an extensive range of graphics, including a preview and teaser campaign based on digitally printed window films featuring oceans of swimming fishes and forks, together with images of the sea. For this opening promotion BAF chose a PVC free, eco- friendly film to wrap the windows, which was removed from the display after five days. When Project Ocean was actually launched, the windows revealed seaside, ocean scenes and backdrops showing the marine theme.
Eco-friendly solution
Dan Chang, Account Director at BAF Graphics said: “Following the brief given by the visual merchandising team at Selfridges, we researched the best eco-friendly materials which matched excellent performance with sustainable features. We decided to use the 100% recyclable Dufaylite and Forex Smart substrates, which fall within our environmental
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range of products. Dufaylite is a lightweight rigid composite board bonded to a recycled paper honeycomb core sourced from sustainable forests, while Forex Smart is a lightweight and strong rigid non PVC board. We printed directly onto these substrates using our Durst Rho 600 and the brand-new Oce Arizona XT550 UV inks based digital printing equipment”.
BAF Graphics also produced the graphics for some interactive windows which integrated print with digital signage and in addition they created a Whale Rodeo area within the store, fitting out a wall made of MDF which had been covered with a backdrop showing unusual Whale Rodeo themed graphics. Dan says: “We devised an eco-friendly solution which perfectly dovetailed with the Project Ocean awareness campaign Selfridges was eager to run. BAF Graphics is committed to offering its clients alternative solutions for products and processes that have a less harmful impact to the planet. As a result, we were pleased to work with Selfridges as it gave us the opportunity to reinforce our commitment to the preservation of the environment.”
And finally
Coming up with the perfect promotional campaign for a client can quite often be rather
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www.baf.co.uk July/August 2011 l SCREEN PROCESS AND DIGITAL IMAGING 13
difficult and with more and more companies adhering to strict environmental policy’s I suspect it can sometimes feel as though you are never going to come up with the right campaign, never mind one that is also innovative and unique.
This has been all too evident in the past when some serious questions were raised over the use of promotional materials with a limited shelf life. But thankfully the printing industry has risen to the challenge and the manufacturers of inks, substrates and printers are fulfilling environmental requirements with the supply of materials and machines which will meet the needs of just about every company and project. This means that you can afford to think big and bold as far as building graphics are concerned, and because they are both versatile and effective they are proving to be an excellent way of attracting attention and reinforcing a brand or key message while still meeting environmental guidelines.
So if you’re looking for a high impact strategy which will give impressive results then think building graphics, because as far as this type of promotion is concerned big is beautiful.
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