adidas first launched the
idea of
Impossible is Nothing in 2004 and relaunched the brand attitude
earlier this year, using globally
recognised personalities such as South African rugby captain Siya
Kolisi, international footballer Mo
Salah, and renowned singer songwriter
Beyoncé.
The brand was looking for a
landmark OOH site to showcase the iconic campaign, easily visible from a
distance with sufficient space for illustrator, Russell Abrahams, to unleash his creativity.
At 68m x 36m in size, Outdoor Network’s iconic cooling tower site near FNB Stadium in Nasrec, on the border of Soweto, south-west of Johannesburg, is such a site, with its ability to deliver huge impact and ensure maximum reach and visibility.
L-R: Shamy Naidu, executive director; Thulani Dumakude, group head rights and development and Mzi Deliwe, deputy CEO]
In September it will be five years since Provantage Media Group and Outdoor Network announced the merger of their respective out of home media operations, making the coming months a good time to reflect on the journey that ON has taken with PMG and how it has impacted transformation within the South African OOH sector.
At the time of that significant transaction in 2016, the balance of the shares in Outdoor Network were held by Sanlam Private Equity, but the final piece in the jigsaw fell into place in February 2020 when Provantage Media Group concluded a buy-out of Sanlam Private Equity’s minority shareholding.