Combination Climbing Wall and Coke Promotion

As Kacey King points out in the "Ad Messages on the Move" article in the Sept/Oct issue of Big Picture, brand-marketers are taking advantage of new short-run, large-format color digital printing capabilities to devise some in-your-face promotions that encourage interaction. For example, fun-lovers on the beaches of Rio de Janeiro, Brazil, worked up a thirst as they climbed this 40-ft. high replica of a can of Coca-Cola for a better view of the beach and ocean. The graphics were created and output by Studio Alfa, a Brazil-based photo compositor, prepress and large-format graphics production company. Studio Alfa printed the graphics on self-adhesive vinyl on their 3-meter EFI UltraVu® 3360 FC superwide-format inkjet printer.Vutek Inc.

According to Studio Alfa partner Evando Abreu, the job took only five days from the time the graphics were designed until they were installed on a wooden base structure. He says the most challenging aspect of the project was arranging for the oversized can to be transported from location to location. (Studio Alpha: 011-5511-3860-9988, studioalfa@uol.com.br)