Gerry Boyle, the managing partner and head of planning at Zenith
Media, chooses the taxi backlit seat panels for Evian.
’Anything that can transport the mind to the snow-capped French Alps and
a cool bottle of Evian, when you are stuck in a cab in Paddington on a
dark Wednesday evening has to be worth a mention.
’These backlit, lenticular seatbacks did just that and were cleverly set
in context by the cabs’ Evian livery.
’All the signifiers of mineral water are there - clarity, naturalness
and purity - in full 3-D glory.
’There’s nowhere else to look if you are in the cab on your own, and I
feel certain that if there’s more than one person in these cabs, they’ll
be doing what I’ve been doing since I saw the ads - talking about
Client Evian Volvic
Medium Taxi seatbacks
Media planning and buying Jim Dowling at Cake
Brief Catch clubbers on the way home from a night out who will be keen
to quench their thirst