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MMT Billboard Bolsters Rugged Jeep Brand

EL billboard creates dramatic effect

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Jeeps, which originated during World War II as the Willys MB U.S. Army Jeep (short for general-purpose vehicle), has cultivated a brand based on toughness and durability and a vital cog of Chrysler’s renaissance in the automotive arena. Though its agency, Global Hue LLC, the carmaker wanted to make a bold statement with luminiscent billboards installed in NYC, L.A. and Chicago.

Metromedia Technologies (MMT), NYC, which is Chrysler’s primary fabricator for all of its out-of-home advertising, fabricated the displays based on GlobalHue’s concept designs. MMT’s Ray Redmond said, “GlobalHue was looking for a cutting-edge approach that would deliver the message that ‘Jeep is the Toughest Vehicle in the World — Any World.’" The campaign’s success stems from the day-to-night changes from a mountain scene to a European battleground. GlobalHue constructed the nighttime imagery using visual assets from Call of Duty: Modern Warfare 3, a video game  that features the special edition "Black Ops" Jeep.

Beginning with 16-oz., backlit, billboard material, MMT utilized its patented drum-printing process to print the panels as double-sided "day/night" backlights. The shop then employed Electro-LuminX LightTape® electroluminescent (EL) media to illuminate the backlit vinyl and provide the "night vision" goggle effect.

Several EL panels were installed atop the billboards’ base structures, which created the dual backlighting/halo-lighting effect. Vyas said each location consumed 36 to 39A of energy.

“To maximize the displays’ impact, we needed an array of talents from project players,” Michael Miller, GlobalHue’s production VP, said. “There wasn’t a prototype we could point to and say, ‘It’s going to work like this.’ We knew the day/night effect would work, but there are limitations. So, we had to manage the client’s expectations throughout the project.”

The NYC sign measures 26 x 24 ft., the Chicago board spans 19 x 37 ft., and the L.A. spectacular measures 14 x 48 ft. 

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