Nike At New Heights With Life Centre Campaign Standing 30 stories high and 138 metres tall, Impact Media’s latest building wrap installation on the Life Centre building for sporting giant Nike is currently the largest interactive digital communications experience on the Johannesburg skyline. As part of Nike’s global Write the Future campaign, this towering interactive installation is more than just a regular building wrap. The 90 metre tall images of Robinho and Cristiano Ronaldo border the largest interactive digital platform in Africa. With 207 520 LEDS spanning a linear distance of 2.5 kilometres, this giant LED installation displays up to 100 messages from football fans around the world each night. Comments Mzamo Masito, Brand Director, Nike South Africa, “The Life Centre interactive platform is a fantastic opportunity for fans to engage with Nike’s highly successful Write the Future campaign and bring them even closer to their sporting heroes. Every night 100 lucky fans will receive a personalised notification telling them to look out for their headline which will be transformed in to a huge digital player animation lighting up the Johannesburg skyline.” The Write the Future building wrap is Nike’s third large format outdoor advertising campaign to be featured on the Life Centre Building, but it was definitely one of the most ambitious and technically challenging installations for Impact Media to date. Richard Wilkinson, Impact Media Managing Director, explains, “Due to the fact that we were unable to cover- or even partially cover any of the windows on the building, we had to install a framing system on the outer concrete edges of the building utilising 80 one-metre wide PVC panels on each of the north, west and south facades. This was done utilising 15 kilometres of galvanised steel cable, 24 kilometres of industrial shock cord and more than 60 000 eyelets to create the 8400 square metre building wrap.”
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