Y&R uses Artlite 3-D poster sites for UIP Prince of Egypt blitz

United International Pictures and its agency, Young & Rubicam, are pioneering a new method of displaying posters, called Artlite, which uses back-lighting and a special construction to produce a 3-D effect.

United International Pictures and its agency, Young & Rubicam, are

pioneering a new method of displaying posters, called Artlite, which

uses back-lighting and a special construction to produce a 3-D

effect.



Artlite posters will appear on Adshel sites across London promoting the

Prince of Egypt, the latest film from Steven Spielberg’s Dreamworks

studio.



Artlite works by separating the visual image into two parts and placing

one a few millimetres behind the other. The process, which is patented,

was invented for point-of-sale material and has only recently been

modified to make it economical for use in advertising campaigns.



In its original form, Artlite involved printing on either side of a

piece of acrylic, which could be up to 6mm thick. The updated process

uses two separate images with a transparent sheet placed between

them.



George Leonibou, the production director of Artlite International, said:

’Artlite provides high-impact graphics and 3-D branding but it is still

cost-effective.’ The company’s client list already includes a number of

blue-chip organisations such as Coca-Cola, BAT and Anheuser Busch.



Giles Hadman, the account director on UIP at Y&R Media in Europe, said:

’We’re always interested in developing extra stand-out opportunities for

our clients, and the Artlite process offers exactly that.’



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