1st 4 S.A

Creative agency Black River FC originated the concept of incorporating neon in all the campaign elements, above and below the line, including the Provantage billboard at OR Tambo International Airport. The billboard, situated on the exit road, comes alive at night. Standing at 4,7 m in height and 21 metres in length, the moment the sun goes down, it pops with bright neon colour. The creative shows a neon outline of the new Mini Roadster . As well as: #Miniyournight. To illustrate the roadster appeal, the roof of the car, set in flashing neon, appears to open and close.The inclusion of neon to a billboard of this size marked a first for South Africa,