This is one of the world's first outdoor advertisements to incorporate EL technology, and illustrates how EL could revolutionize the outdoor media format and offer extensive creative possibilities for designers. This is the second JC Decaux Airport site to display a poster incorporating EL technology, following the Bombay Sapphire advertisements placed in Gatwick Airport earlier this year.
Paula Oliver, development director at JC Decaux said: "The Bombay Sapphire posters proved highly successful and striking due to the use of EL technology. Clients are always looking to achieve additional 'cut through' from the competition and EL provides a visually stunning platform, which adds a revolutionary new dimension for creative executions. It made perfect sense to use this innovative technology for a campaign that is all about ground-breaking inventions."
Richard Kirk, managing director of Elumin8 added: "EL is 'light in motion' - it highlights certain aspects of the poster in a sequential pattern, giving it much greater impact than could ever be achieved with traditional lighting methods. It means that the creative teams have much more scope and the creative possibilities are endless. With an EL poster the message is repeatedly reinforced in a matter of seconds and it has a viewing angle of 180°, reaching more people in a more memorable way."
The Scottish Development Agency poster was produced using large format digital printing onto 'banner vinyl' of the type usually stretched over a lightbox. Elumin8 has adapted its EL technology to fit this common method of production. This project illustrates that EL technology is compatible with traditional lighting technology in either internal environments or on premium roadside panels. The poster will be on display at Heathrow until May 2004.
(Sarah Rushton-Read)
