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Larger than life
Communications company Riot has created a larger-than-life ground-level hoarding - featuring tiny people, such as the Lilliputians in Gulliver's Travels, at play with giant toasters and other appliances - to capture passing attention at the site of a new @home store to open in Sea Point, Cape Town.
The idea behind the "larger than life" imagery is to highlight the upcoming "big opening" of the @home store, and the use of out-of-scale images of appliances was a fun way to satisfy the client's desire for products to feature in the campaign.
"We wanted to bring above the line methodology to below the line, so the hoarding is humorous and not too sterile," explains Riot creative Ryan Reed.
The models in the hoarding are all Riot staffers - part of Riot's aim to produce solutions that are both relevant and affordable.
