The Client

VGL, Vinyl Graphics Ltd. Reading for Adidas (space advertiser: Exterion Media)

The Brief

Utilise the connective and impactful nature of bus wraps to support Adidas’s involvement in the Word Cup by adorning London with 4m high images of some of the most iconic players taking part.

The Solution

The 32 London buses (1 for each country taking part) featured striking black, white and red images of footballers, Lionel Messi, Steven Gerrard, Mesut Ozil, Luis Suarez and Dani Alves, with the strapline ‘All in or nothing.’

The buses were part of a new limited edition wide format ‘painted bus’ design from Exterion Media UK to celebrate not just the Football World Cup but also the ‘Year of the bus.’

The combination of intricate promotional graphics and the new bus shape meant the key challenge was ensuring the integrity of the design over the different elevations/bodywork of the bus and the consistency of the display. Luckily this process was expertly managed by VGL  who produced stunning images utilising Contra Vision® and 3M™ material. Performance White on Black was applied to the windows to ensure the best possible results, not just from a print perspective but also for ease of application and removal

Jason Cotterrell, Managing Director at Exterion Media commented, “We’re particularly proud to be part of such a fantastic campaign with Adidas. Painting the entirety of one of our iconic New Routemasters is an entirely new approach to bus advertising and is guaranteed to turn heads on London’s busy high streets. The capital is the centre of creativity for advertising so we’re really looking forward to seeing what other brands can do to make the most of this incredibly powerful advertising platform.”

Contra Vision was delighted to see Performance White on Black material incorporated into these eye catching, New Routemasters designs promoting such iconic brands and players.