The annual Cape Argus Pick 'n Pay Cycle Tour gave TBWA\Fusion Cape Town the opportunity to create a 3x6m billboard, made entirely of pasta, for promoting the V&A Waterfront as the ideal place for cyclists to carbo-load ahead of this year's cycle tour on Sunday, 12 March 2006. |
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Situated in front of the V&A's main entrance traffic circle, the billboard features an Argus Cycle Tour logo and the invitation to "carbo load at the V&A Waterfront", and is up from 4 March to 13 March. It consists of 74kg of pasta glued onto the board and sealed with varnish.
The V&A Waterfront has pledged to match the 74kg of pasta in an equivalent donation to the Baphumelele Educare Centre.
The TBWA\Fusion creative team comprised Steven Geldenhys and Justin Osbourne, and the billboard was produced by Khayelitsha-based KRS Projects.
