JCDecaux, North America, owns the advertising space on a significant share of the street furniture market in high-profile sites such as New York, Los Angeles, Chicago, Boston and San Francisco. As these sites are in major cities, they are a very attractive proposition for advertisers. JCDecaux decided wrapping an entire bus shelter would offer a more dynamic impact to a campaign. The advantages to the advertiser were easy to see but consideration also had to be given to pedestrian safety. Therefore, a see-through, one-way vision material that was durable enough to survive the challenges of Out Of Home (OOH) environments was sought.
JCDecaux chose Performance White on Black in 20% transparency for the project as it provides optimum image strength and impact from the front while the visibility and safety of passengers and pedestrians is protected from the back. This is only possible due to the unique see-through properties of one-way vision window film. Performance White on Black is available in a range of transparencies so the team at JCDecaux was able to test and select the optimum material for this application.
A new campaign from Miller Lite in Chicago, Illinois, demonstrates how bold promotional graphics can be utilized to visually communicate an advertisement to the wider public within the view of the bus shelter, as well as extending the message of the more detailed promotion featured on the standard 6 sheet panels at the end of the shelter.
The ease with which the material can be applied and cleanly removed is making it popular with installers and OOH companies too. We look forward to seeing how the innovative benefits of Contra Vision® perforated window film continue to inspire architects, designers and other creatives as they create advertising campaigns in the future.