Nike go BIG advertising its brand - really BIG
3M materials and digital printing technology perfectly reproduced the Nike images, which covered the Garibaldi place in Milan and the Civiltà place in Rome.
During September 2004, anyone who was in Rome close to the EUR area or to Milan close to the station, could appreciate the giant graphic which transformed a skyscraper and an historical palace into an advertising medium with big effect. With this campaign named “art of speed” which was organized at the same time as the Olympic Games in Athens, Nike could celebrate the sport, and be seen and interpreted through speed.
The graphic with its 76 metreheight and 30 metre width is the biggest creation ever designed by Nike in Italy. The covered surface was about 1600 square meters and covered 34 floors of the skyscraper. The image was built using 886 panels of 3M Perforated Window Marking Film. This is a special perforated film which does not limit visibility for people inside the building looking out.