London based draping specialist Cover It Up was called in at very short notice to drape and reveal two large billboards in Battersea Park Road for the press launch of Reebok's EasyTone trainer poster ad campaign, which features stunning images of actress/model Kelly Brook wearing nothing but a pair of said trainers!
Cover It Up's installation director Craig Warrington jumped at the chance of getting involved in the high profile event, masterminded by leading global advertising agency M & C Saatchi (UK), in which Brook herself was there in person to unveil the posters.
He says, "It was a great challenge in all ways, which we turned into a reality with great teamwork, spirit and lateral thinking, working quickly and efficiently to deliver a practical solution and meet the fast turnaround deadline".
First of all, the Cover It Up machine room made up the black trevira drapes needed to mask the 2 billboards, measuring approximately 5 metres high by 12 metres long and 8 metres high by 5 metres wide.
On site, the skilful application of Velcro technology came into its own. The 4 person installation team started the night before, sticking Velcro bordering all around the billboards once the posters were in place, allowing the drapes to be easily attached and torn off at the correct moment via a custom devised rope management system.
The practical obstacles included having to work on the billboards - which stand in the Battersea Power Station - from the street, as no access was available from the Power Station site. This was achieved using a cherry picker, and they were also able to climb onto the internal structure of the billboards themselves.
At first light, they returned and attached the drapes covering the billboard - the Velcro providing a nice tight fit in addition to being relatively wind resistant - and also draped off an area below both structures on the road side to use as a technical space, from where the rope reveals could be operated.
Everything was ready for 6.30 a.m. At 8 a.m. Kelly Brook and the press arrived and the latter were corralled on the opposite side of the road while she performed the reveal from the cage of the cherry picker. On a 'go' command, the ropes were pulled and the drapes peeled off at high speed, instantly revealing the posters of Brook and her EasyTones in all their glory.
The event created great impact in the press and also surprised a few passing motorists who received an unexpected treat on their way to work!
Says Laura Coller, senior account manager for M & C Saatchi (UK), “Cover It Up did an outstanding job for our Kelly Brook Reebok billboard reveal. The event ran really smoothly and the team went out of their way to ensure that everything was perfectly presented and managed. Many thanks to their professional and friendly team for doing such a great job at such short notice!”
For more press info. on Cover It Up, please contact Louise Stickland on +44 (0)1865 202679/+44 (0)7831 329888 or Email [email protected]'. To contact Cover It Up direct, call +44 (0)20 726 7900 or check www.cover-it-up.com.