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Gigantic Swiss knife in the
grass
MEDIAINFORMATION
Until
November, a large field in Erdinger Moos near
Munich airport will be earning its keep as a
huge advertising space. Replacing the more
conventional grains, corn or rapeseed is a
gigantic VICTORINOX pocket knife sprawling over
an area measuring some 33,650 m2.
This is
also the first ever field advertisement to be
created using plants and, to a large extent,
entirely natural milk-based
colourings.
The ’field advertising?
project is the brainchild of Thomas Stutz from
the Swiss company FieldCom. Indeed, it seems
logical to use rural locations along busy
transport routes such as airports as advertising
platforms. Working alongside a German colleague,
Thomas Stutz created an authentic and
spectacular advertising opportunity in open
countryside and a unique platform for the
VICTORINOX Swiss Officer's Knife.
And it
is a spectacular piece of promotion, measuring
190 by 177 metres - the largest field
advertising project ever attempted by FieldCom.
The subject of the piece was mapped out on the
field using GPS technology in painstaking work
that had to be accurate to the centimetre. Over
700 fixed points define the outline of the
VICTORINOX logo and the giant pocket
knife.
However, as well as being the
largest field advertisement created by FieldCom,
it is also the first ever field advertisement to
be completed using plants and, to a large
extent, entirely natural, milk-based colourings.
These colourings are a completely natural
product and contain no preservatives or any
other artificial additives.
Following its
completion, the 33,650 m2 large ’billboard? also
requires regular upkeep work on the ground. The
grass needs to be carefully mown on a regular
basis and the colouring touched up as and when
necessary. The campaign is only temporary though
and will run until November 2006.
Field
advertising is a new, underused but
up-and-coming advertising medium that captures
public interest and is well received because it
uses the natural environment in an unobtrusive
manner.
For further
information:
Victorinox India Pvt. Ltd.
91C, Mittal Towers,
Nariman Point,
Mumbai - 400 001, INDIA.
Telephone +91-22-6632 4664, +91-22-2283 6330, +91-22-2202 5878
E-Mail admin@victorinoxindia.com
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