Cestrian has launched outdoor advertising product Railingwraps by using its own railings as a showcase. The company has created two 75m images outside its own headquarters in Cheadle Hulme, Cheshire. The railing wrap reveals two separate Christmas themed illustrations when viewed from different angles. From one, the team has integrated a Royal Mail post box located next to the railings to create a 3D scene entitled ‘Santa’s post box’ – in which the big man himself can be spotted collecting letters.
MD Phill Reynolds said: “Outdoor advertising is about capturing the imagination, yet available space can be limited. By using what is essentially the dull background of our grey railings we’ve been able to bring the road outside our offices to life.”
He added: “There’s a little more work in attaching print to railings instead of a traditional billboard but the effect is very exciting, so we decided to test it out with something fun. We have a play centre opposite our premises and it’s been fantastic seeing the children’s spellbound faces as they try to work out how the two different images are created. As we’re working at ground level we’ve also been able to integrate the scene with its environment by using the post box as the focal point, which has added an additional, interesting dimension to the potential opportunities for the product.”
Using complex software to calculate the spacing between the railings in combination with the post box, Cestrian’s in-house team developed a system to manipulate each image to appear in a single, unbroken scene when viewed from the correct angle. Once created, the scenes were overlaid with the railing calculations, sliced and merged together to create the individual sections for each railing. The merged image was then printed in a specific order, cut, collated and applied rail by rail using a removable self-adhesive.
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