The exercise of branding the silos involved covering them with two 12m x 27m banners made from PVC billboard material to ensure they weather well. With Consol being the largest glass manufacturer in Africa, this market positioning exercise was in keeping with its larger than life status. The project, initiated in 2007 finally came to fruition with a masterful artwork of big, bright and blue Consol branding, visible for kilometres.
The project began over four years ago with Consol needing to cut through a fair amount of red tape to obtain the requisite permission from local authorities. Once the council gave its nod of approval, a photo shoot was staged that took a full day in an attempt to capture the perfect image. Managing director of human.kind, Deon Kruger said: "We shot a series of pictures and ended up merging two different images: the bottle and the background bubbles. Final creative was prepared according to a brief that had been in the making for some time.
"Being in the business of packaging it was a challenge to package the silos but we embraced the opportunity to work on a project of such majestic proportions. Creating and erecting artwork of this size was not without its difficulties and when it came to making changes, our computers threatened to crash at any given time due to the enormity of the files, and it literally took hours and hours to effect."
On the technical side, the installation also took some time to complete as the frames had to be put up first and needed to be approved by a structural engineer before the artwork could be attached.
Kruger concluded, "This was a powerful branding exercise with the Consol silos visible for extended distances. It is also an impressive manner in which to stamp the Consol footprint on the area, and being a part of it was a privilege."
