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Sedgwick’s Old Brown is unveiling its innovative showroom-style billboard on the N1 in Cape Town at Northgate Island to kick off its new ‘Share the Warmth’ campaign. The billboard is a glass box, about 5 metres in height, 17,4m wide and 5m deep, and features a 4m high Sedgwick’s Old Brown bottle and a braai place with glowing artificial coals and smoke bubbling from the chimney.

To recreate the burning coals of the braai, lights, fans and fabrics were used to create the effect of a fire. The braai place itself was manufactured from wood and a specialist scenic painter created the visual effect of a rock structure on the display. The effect of smoke bubbling from a chimney is created by smoke machines and the smoke will be dispensed in spurts during high traffic times.  The installation was designed to be environmentally friendly.

The billboard depicts a group of friends in the outdoors enjoying a camping getaway together and sharing the warmth of Old Brown. An estimated 815 man hours has gone into the production of the main elements.

The enormous bottle on display had motorists puzzled as it made its way on the national road from Johannesburg to Cape Town in a clear glass box trailer.

‘The brand is stepping out of its comfort zone this year and using new and innovative visual mediums to connect with consumers. With this campaign, we really wanted to demonstrate in a tangible way that we are about sharing the warmth,’ said Sedgwick’s Old Brown brand manager, Kelly Johnson.

The billboard will be up until 15 June 2013.

Falcon Orafol