South Africa’s No.1 fortified wine Sedgwick’s Old Brown is raising the bar on out of home media design with its new billboard, a 3D glass box complete with a fireplace and bubbling smoke.
Sedgwick’s was founded by Sir James Sedgwick, a retired sea captain, in the late 1800’s and has been a registered brand since 1916.
Since then it has become a beloved cultural icon in South Africa and the country’s largest selling fortified wine. It is known for its consistent quality, nutty brown colour and unique taste.
To kick off its new “Share the Warmth” campaign, Sedgwick’s Old Brown is unveiling its innovative showroom-style billboard on the N1 in Cape Town at Northgate Island. It is a glass box, about 5 metres in height, 17,4m wide and 5m deep, featuring a 4m high Sedgwick’s Old Brown bottle and a braai place with glowing artificial coals and smoke bubbling from the chimney. It depicts a group of friends in the outdoors enjoying a camping getaway together and sharing the warmth of Old Brown.
To recreate the burning coals of the braai, lights, fans and fabrics were used to create the effect of a fire. The braai place itself was manufactured from wood and a specialist scenic painter created the visual effect of a rock structure on the display.
The effect of smoke bubbling from a chimney is created by smoke machines and the smoke will be dispensed in spurts during high traffic times. The installation was designed to be environmentally friendly.
The enormous bottle on display had motorists puzzled as it made its way on the national road from Johannesburg to Cape Town in a clear glass box trailer.
Sedgwick’s Old Brown brand manager, Kelly Johnson, explains the creative motivation behind the billboard: “The brand is stepping out of its comfort zone this year and utilising new and innovative visual mediums to connect with consumers. With this campaign, we really wanted to demonstrate in a tangible way that we are about sharing the warmth.”
Johnson explains the brand: “Sedgwick’s is a warm, relatable, inclusive brand. It’s all about sharing good times and creating real memories with your friends and family. It’s these same people who you’ll find yourself sitting around a campfire with, enjoying a glass of Sedgwick’s Old Brown. These are the special times when you just get to be yourself. Sedgwick’s lets you share the warmth.”
The billboard will be up until 15 June 2013. See the making of the billboard on YouTube.
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