Meshing with the medium

Wideopen Platform used Digital Mesh Media (a medium used to wrap construction sites for advertising purposes) to brand-wrap two sites on either side of Newtown's Nelson Mandela Bridge. Wideopen Platforms' DMM offers brands the ability to become engaged with the ongoing evolution of urban environments and the Johnnie Walker branding wraps became part of Newtown's urban landscape for six months, reinforcing print, television, and cinema campaigns and building the brand into the aesthetic identity of one of South Africa's cultural hot spots.

Tomer Cohen, Wideopen Platform Director, says: "The Nelson Mandela Bridge and the Johnnie Walker brand are both iconic. Wideopen established and leveraged the strategic fit between Johnnie Walker, a sophisticated, internationally renowned brand, and the bridge, which is one of the most prestigious inner city landmarks.

"The synergy between the two allowed for a really creative way to reach the vibrant and very active upper segment of the black market."