The Spring air was abuzz with flair and fashion on Friday 17 September. Continental Outdoor held their annual Flex Face Fashion Show at their Head Office amid a bevy of beautiful staff and clients who transformed billboard flex faces into outfits that encapsulated the essence of each of their relevant brands.
The excitement for this event has built up over the past few years. What started off as an internal team-building exercise has now become a grand, brand event with Continental Outdoor clients also in on the action! Continental Outdoor recognises that its corporate responsibility is to minimise the potential for causing harm to the environment in all aspects of its activities. Outdoor flex face vinyl, the material most commonly used to flight billboards is not bio-degradable, and as part of Continental Outdoor's commitment to its green policy, old faces are contributed to the community and other organisations to make handbags, wallets, purses, and even furniture! This gives the vinyl an extended life. The Flex Face Fashion Show is another way to demonstrate how brands can be taken beyond the billboard onto the catwalk!
The task was to design an outfit that best demonstrates each team's perception and understanding of their selected brand. Each outfit, or outfits, need to encapsulate the essence of the brand within the 3 minutes allocated to each team. To do so effectively each team had to research their brand, its pay-off-line, the brand intrinsics, what it stands for, its personality, and the jingle or sound associated with it. Anyone that has felt the weight and thickness of a flex face will understand the challenge that this posed!
The three independent judges for the event, Les Holley, Gordon Muller and Karen Termosheizen, rated outfits based on the use of the flex face material, the communication of the brand essence, and the creativity of the outfits.
In the client/agency category the first prize of a R100 000 Citilite campaign was won by Starcom with their Samsung outfits. The MediaShop (Johannesburg) were the worthy second prize winners with their Vitamin Water outfits and won a Citilite campaign to the value of R50 000. The Retail Sales Department won the Continental Outdoor staff challenge!
Creative, exciting and insightful outfits were also modeled by Mindshare (MTN and Dstv), Unilever, Media Vest (Nestle), and Optimedia with their client Renault.
For further pics and the video of this event please go to Continental Outdoor's Facebook page.