LFP - Large-Format-Printing
MICHELIN TAKES EPIC BATTLE TO LONDONS CROMWELL ROAD
Thursday 25. March 2010 - Michelins latest Fuel Saving outdoor campaign, which depicts the battle between the Michelin man and the evil gas pump, has been brought to life with 2D cut outs across multiple backlit 96-sheets at Clear Channel Outdoors flagship Cromwell Road location in London.
Planned by Mediaedge:cia and Kinetic, with the special build produced by Hi Resolution and Clear Channels Create division, the 36m long site will deliver almost six million impacts, according to data from the Department of Transport.
This stand-out execution, located between Heathrow and Londons West End, forms part of a wider global advertising campaign spanning outdoor, press and TV. Carrying the new strapline “The right tyre changes everything” it shows the Michelin Man trying to achieve greater fuel efficiency for motorists while illustrating the advantages of the Michelin brand.
Paul Shields, MD at Hi Resolution commented: “It was great to work with TBWA on this exciting out of home concept. The bespoke build across 3 of the Cromwell Road flagship panels was particularly impactful and really dominates the location – which is exactly what OOH is all about.”