The client briefed us to come up with a presence programme.What we came up with was a platform that went much further – dominance of Johannesburg Central Business District using about 130 building wraps and massive billboards, to create a real sense of brand presence.

Because the Cell C brand is all about self-expression, the creative agency, Net#work BBDO, then came up with the idea of using original works of art as content.We worked hand in hand with both creative agency, and the media owner, Wideopen Outdoor, to get to the end result, which became a 'cause' of its own – uplifting the inner city of Jo'burg CBD by turning it into a massive outdoor 'art gallery'.