It's a wrap!
Makati was recently proclaimed the Guinness World Records title holder for the “largest sticker” used for an outdoor advertisement. The feat involved wrapping a massive sticker around the 29-story all-glass PET Plans Tower located along the busiest section of EDSA. The gigantic sticker wrap featured Levi’s 501’s “Live Unbuttoned” global ad campaign.
Dubbed “the Levi’s Colossal,” the imagery has not only altered the famed Makati skyline, it has also caught the attention of the world’s only reference book that keeps track of internationally recognized world records. Organizers of the project reveal that when the team sent their supporting documents to Guinness World Records, the latter practically agreed that a world record was already in the offing.
The building wrap measures 200 feet high by 235 feet wide (covering three faces of the building) for a total area of 47,000 square feet. Just how big is 47,000 square feet? Approximately 20 billboards can fit inside it or 500 cars can park in its area.
Mixing cutting-edge technology with high art, building wraps are part of the new advertising tools redefining the world’s urban landscapes. Sticker wraps are familiar technology on shopping windows, billboards and now buildings in cities like New York, Tokyo, London, Shanghai, and Hong Kong.
Makati City Mayor Jejomar Binay, who supported the world record-setting project, revealed that the achievement shows how the city continues to be dynamic and vibrant. “You have to be open to new ideas, be innovative, and accepting of new technology. That’s how a city thrives and keeps itself from being stagnant. You have to be in step with the times. The project is exciting and new but it was also within the city’s approved standards.”
With Makati currently being the preferred headquarters of 40 percent of the country’s top 1,000 corporations, it is only appropriate that it hosts the ultimate advertising statement for investors and market leaders. As the latest technological feat, the world’s largest sticker wrap is proof of the city’s emergent techno-savvy attractions.
A brainchild of the industry’s top players, Anthony Gaw of Golden Touch Imaging and Chito Gutierrez of Focal Point Advertising, building wrap projects were in the drawing board for two years before the actual installation last July.
The building wrap material used is made of weather-grade, fire-safe perforated sticker. This material is technically a two-way sticker, which allows light to pass through its surface. This means that the view from inside the building is not obstructed. To assemble the wrap, the project team underwent training in high-elevation rigging and safety works using the latest mountaineering equipment and mechanized gondola systems designed exclusively for building wrap executions.
“With an extraordinary project like this, we could not leave anything to chance. We worked closely with the city’s engineering department to ensure that we covered all the city regulations and safety rules thoroughly,” explains Gaw.
Councilor Jun-Jun Binay pointed out that Makati City is also a burgeoning magnet for culture and the arts. It’s a perfect example of the past meeting the future.”
The key players in the Levi’s Colossal include Focal Point Advertising, Golden Touch Imaging, Levi Strauss Philippines Inc. and its media agency Universal McCann and advertising agency Harrison Communications Inc.
