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Billboard with a heartbeat

7 May 2012

The Dettol outdoor billboard has created a multi-sensory experience with traffic counter cables creating a heartbeat sound effect, as cars pass over the Johannesburg M1 highway. Designed by Euro RSCG South Africa, its team used the motif of the brand's green ribbon to depict a heartbeat on a cardiac monitor. As cars trigger the heartbeat, a 'blip' visual on the billboard comes into view.

click to enlarge

This served to illustrate the tagline "A little bit of Dettol. A whole lot of life" and build a powerful association between the brand and pledge to donate R1million towards the building of a new Centre for Childhood Infectious Diseases at the Children's Hospital, Cape Town.

New corporate identity

Erected along Johannesburg's M1 highway in February 2012, the 100m by 5m interactive billboard was aimed at highlighting the new corporate identity as well as its support of the Children's Hospital Trust.

The team comprised Alexandra Christodoulou (art director), Paul Frade (copywriter), Fiona O'Connor (creative director) and Jonathan Deeb (executive creative director).

The agency has reportedly had a lot of positive feedback on this, including a comment from a member of the public who said she had driven over the section of road three times in a row because "it was simply so exciting!"