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 accolade at the Cannes Outdoor Lions awards in June.
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 of 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 said, ‘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.
