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Cape Town agency brands Jozi for World Petroleum Conference

FCB Impact 361°, the sales promotion and experiential marketing arm of FCB South Africa in Cape Town, has branded Johannesburg for the 18th World Petroleum Congress 2005.

Arguably the world's most influential business congress, the WPC historically attracts 4 000 delegates from 90 countries and takes place in Africa for the first time, at the Sandton Convention Centre, in September this year.

The branding campaign is for PetroSA and incorporates its four WPC co-hosts; PetroSA's equivalents in Algeria, Angola, Nigeria and Libya. The theme is 'African Dawn - world energy solutions created in Africa' and is interpreted visually in several full colour photographs taken by Alexis Singer.

According to FCB Impact 361°'s Glynn Venter the creative execution had to take several factors into consideration. Firstly, the campaign is driven by outdoor, so the visuals had to be bold and highly noticeable. Secondly, they had to demonstrate a pride in Africa, have a clear link to petrochemical technology and include people, because PetroSA regards its employees and its customers as major contributors to its business success.

The resultant campaign therefore features head and shoulders, or full frontal, shots of people in African regalia gazing into an African dawn breaking on a landscape populated by a power plant, oil pipes, or oil platform. The colours are vibrant and the images strong - but at the same time, there is a sense of quiet confidence and pride about the shots, says Venter.

The campaign comprises large outdoor hoardings at various sites around Johannesburg and one in Cape Town (many petroleum companies have their head offices in the Mother City so delegates are expected to visit the city either after or before the congress), tunnel branding at the Sandton Convention Centre, airport branding at Johannesburg International and pole advertising as well as half page full colour newsprint, wrap-arounds a press packs. FCB Impact 361° is also responsible for creating the audio visual for the opening ceremony.



Editorial contact

C-Cubed Communications
Petra Peacock
(011) 794-4665

13 Sep 2005 09:20

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