A huge hand reaching for a Heineken has been erected on the side of Johannesburg's M2 highway as part of a new ad campaign for the brew. The building wrap was custom-designed and measures over 1 000m².
Implemented by Primedia Unlimited's outdoor advertising company Wideopen Platform and created by Lobedu Leo Burnett in collaboration with media agency Nota Bena, the Heineken advert is situated on 60 Juta Street.
The brand was aiming to develop an outdoor media presence that was innovative, bold and consistently bigger, according to Caryn Cohen, Wideopen Platform CEO: "High impact outdoor has to make an effective impression on the consumer. To achieve that, Wideopen Platform took advantage of the size of the site using creative executions that are beautiful and innovative. Heineken did exactly that, and as a result created awareness amongst the public."
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