A puzzle of a campaign

“As far as we know building a billboard out of puzzle pieces has never been done before,” says King James creative director Devin Kennedy. Once they started the project, King James quickly found out why… While the idea was an immediate hit with both agency and client on paper, translating it into reality proved challenging. The job was turned down by two printers who said the risk wasn't worth the reward. In the end, Clarion Printed Products rose to the challenge, which includes weatherproofing the pieces and making sure they don't expand or contract in different temperatures and remain attached to the billboard.

The puzzle comprises approximately 6000 pieces each 80x80mm in size, which piece by piece, with double-sided tape will be installed gradually, for two hours in the morning between 06h00 and 08h00 and again in the afternoon between 16h00 and 18h00 over a period of two to three weeks until the puzzle is completed.

The completed puzzle will add up to the tagline “Purpose is nothing without patience” and the board will measure 3 x 12 metres.

Tracy Hirst, Allan Gray's marketing manager says the thought behind the creative is simply that investing, like tackling a challenging puzzle, takes patience, particularly in today's volatile investment environment. And reaping the rewards of a sound investment decision also takes patience. But, in the end, it's worth it.

“The billboard execution dramatises what Allan Gray stands for in a unique, visually engaging manner that will draw travelers and visitors into the creative, particularly the host of frequent fliers who commute from Cape Town to Joburg and back on a regular basis,” says Hirst.