Sable Park and the Giant Lever Arch File

Sometimes it’s restrictive rules and regulations that bring out the best in a creative agency’s lateral thinking.

A case in point is Rabie’s brilliant new Sable Park office development in Century City, where the Century City Property Owners’ Association (CCPOA) enforces strict rules governing outdoor advertising in the precinct. All signage needs to be approved by their Design Review Committee – and big fat Futura Extra Bold white-out-of-red TO LET signs are expressly forbidden. And a good thing too; it’s why Century City does not look like Voortrekker Road!

So Machete had to come up with a creative way to promote this office space. One of our concepts – developed by art director Craig Clay – was an ingenious extension of our earlier ‘giant yellow sticky’ campaign for the Gateway building. The concept involved taking a photograph of a typical office item, in this case, a classic black and white lever arch file, enlarging it to over 100 times actual size, and applying in it in vinyl to a unique feature of the building’s architecture: the twisted first-floor plinth of dhk’s daring contemporary design.

Voila! One giant lever arch file that not even the DRC could resist. For more of our creative outdoor advertising work head over to our portfolio page!

Gemma Shepherd About the author
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