NEWS: Nike reveals largest poster in Britain for Euro ’96 push

Nike has unveiled what it claims to be the biggest billboard poster site in the UK, as part of its high-profile Euro ’96 campaign.

Nike has unveiled what it claims to be the biggest billboard poster site

in the UK, as part of its high-profile Euro ’96 campaign.



The 150ft by 40ft ‘super site’ hoarding on the road to Wembley Stadium

is longer than four double decker buses and dwarfs passing cars on the

North Circular Road in London.



The site was specially built by Manning Gottlieb Media, which won the

permission of Brent Council to use the site and contracted a specialist

for its construction.



The poster itself features the Italian defender, Paolo Maldini, and pays

tribute to his defensive skills with the line: ‘Italy’s goalkeeper:

easiest job in Europe.’ The ad is part of a series of four recently

launched Nike posters, created by Simons Palmer (Campaign, 26 April).



The site is just one initiative that MGM will be pursuing for Nike

during Euro ’96.



Colin Gottlieb, a partner at MGM, said: ‘We have been planning Euro ’96

for more than a year and we wanted to do something that has not been

done in the UK before. This is the start of that. This site gives us

virtual ownership of the North Circular Road. It will be missed by no-

one.’



He added: ‘One of the key things that I wanted to do was achieve

something that was not gimmicky. There are some gimmicky sites around,

but what we have done is nothing like that because you can’t buy this

medium, you have to actually go out and create it.’



Robert Senior, director on the Nike account at Simons Palmer, said: ‘We

used the Maldini execution because Italy was a World Cup finalist, they

have a tidy team and look like they will do well.’



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