To highlight 'Wimbledon in HD', over the next two weeks in a way that passers-by can have a real life HD sporting experience, Ogilvy Johannesburg
, in partnership with SuperSport
, has created what appears to be a normal print billboard advertisement, but up close is synthetic grass to drive home the message that one can "see every point up close".
"Ogilvy has gone beyond the creative norm, by conceptualising something that was both innovative and fun," said Andre de Villiers, marketing director, SuperSport.
The billboard, on the corner of William Nicol and Grayston drive, is hand painted, weighs 360 kg, measures 4.5 by 18 meters high, and took three days to erect. Passers-by in Sandton will be surprised to see that on the billboard there will be real wear and tear on the 'centre court line' of the billboard which represents the progression of the tournament, just as they would see if they were at Wimbledon.
"The billboard is the heaviest that has ever been created in South Africa and we are excited to have been a part of the creative concept," said Ogilvy Johannesburg creative director, Louw Le Roux.