For the month of September 2006, six popular locations in Johannesburg and one in Pretoria became massive personalised TV screens for a hovering black J&B Jet bottle. These large images were played out at night, integrating J&B Jet with the urban landscape that it has come to call home.
The sites for the projection were chosen after extensive research. Each one created a unique backdrop to the towering projection, but all of them were perfect because they were in close proximity to the target market and were visible from busy roads and intersections nearby. Add to that a clean surface and minimal window and detail in the buildings and you have the perfect screen on which to project.
The logistics of keeping this rotating projection up and going were huge. Crews worked around the clock to move the billboard form site to site. The projection distance was sometimes over 70 metres long; the projector used a 7000 watt xenon Arc lamp and was fitted with a scrolling device to allow the imagery to effectively move down the building.
