Wall of Shoes - Doom Campaign wins a Cannes Silver Lion - July 2013

Wall of Shoes Doom Campaign wins a silver at Cannes Outdoor Lions

Johannesburg, 1 July 2013

The winners of the Cannes Outdoor Lions awards have recently been announced at the festival in France. The South African Wall of Shoes campaign for Doom Super, Tiger Brands, conceptualised by TBWA\Hunt\Lascaris and implemented by Continental Outdoor Media, won a Silver award. This is a wonderful accolade for a great example of superbly creative ‘home-grown’ Out-of-Home (OOH) media.

The production brief from TBWA\Hunt\Lascaris to Continental Outdoor was clear. South Africa is home to more than 100 000 species of insects. The most common way of killing them is with a primitive stomp of a shoe. To demonstrate Doom Super's legendary insect killing power, the most basic method of killing a bug was taken and multiplied by the killing power of Doom. If one shoe is deadly, imagine how deadly thousands of them are.

Continental Outdoor Media and their creative division Contagious were instrumental in the execution of this creative brief and the construction a 22 metre high, 9 metre wide can of Doom made entirely out of real shoes. Each sneaker, stiletto, and boot made up the individual pixels of the classic Doom Super artwork.

Andrew Hinks, Continental Outdoor Media’s operational manager elaborated, “The team painted the 5000 shoes the colours of the Doom can. The trick was to get every shoe, with its specific colour, in exactly the right place!”

“The power of outdoor advertising lies in its potential scale and the endless scope of innovation. With creativity and technical excellence, we proved that anything is possible,” said Hinks.

To view the making of the outdoor billboard: http://youtu.be/JgK2MmJuen8

The awards ceremony was held at the Cannes Lions 60th Festival of Creativity on 18 June 2013, where the winners of the Outdoor, Mobile and Innovations Lions were announced. South Africa had a total of 16 awards winners in the Outdoor and Media categories.