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-
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.’