Shell, along with its technical partner Ferrari, hosted the Shell V-Power Nitro+ Festival at NASREC, south of Johannesburg and the agency JWT CA chose Beith Digital as the branding partner.
A specially-constructed race track was put together on the streets surrounding NASREC, which included pits, hospitality marquees, spectator grand stands, barriers and viewing areas. Ferrari Formula 1 test driver Marc Gene was there for a special demonstration of the Scuderia Ferrari Formula 1 F60 V8 race car (for the last time), not to mention the numerous other latest model Ferrari’s showing their speed and performance to the South African public.
JWT CA appointed Beith Digital as its sole branding partner for all the outdoor signage, branding, directional and platform signage. The project included 400 plus water barrier banners and 242 Concrete Barriers, 210 telescopic banners, Boulevard banners, stage, camera, MC, PA and various platform banners, a special gantry bridge across the track and the Ferrari F1 Pit that had to be branded. All the substrates printed on were carefully selected in line with Shell’s safety regulations which included fire retarded fabric and PVC.
Due to the nature of this complicated project and the fact that the track was custom laid out on the NASREC streets for this event, printing, production and installation were left to the last second to allow for the event organisers to finalise all their requirements.
A full site audit, brand plan and mock ups were produced by JWT CA to give Shell a perfect idea of how the end installation would look. Five thousand square metres of fabric were printed and finished in 2 days to various sizes after which a full team of 10 installation technicians spent five days on site flighting and rigging all the necessary branded elements.
‘JWT CA (Shell) is a very special client to us,’ said Chris Daniels, Operations Director of Beith and who project managed the entire project. ‘We pride ourselves in being the leaders in large format printing and huge events like this give us an opportunity to prove it. To be involved from concept to completion on this project, working with a client like JWT CA (Shell and Ferrari) was an exciting and thoroughly rewarding experience.’
Devyn Wagner, Beith’s Managing Director said, ‘With this campaign under our belts we can say without a doubt that we have successfully implemented our strategy of becoming one of the country’s fabric printing experts. A huge thank you to Chris Daniels and his team who worked around the clock on seemingly impossible deadlines and for producing such awesome quality work.’
