Heart Radio Outdoor THERE'S NO NEED FOR CDS by Lowe and Partners Cape Town

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Industry TV Channels/Radio Stations and Programmes
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Africa
Agency Lowe and Partners Cape Town
Executive Creative Director Doug Larter
Creative Director Darren Mckay, Kirk Gainsford, Doug Larter
Art Director Denver Brent, Romano Cardinal
Photographer Natalie Rose
Account Supervisor Vicky Hey
Released January 2010

Credits & Description

Category: Publications & Media
Advertiser: HEART 104.9FM
Product/Service: RADIO STATION
Executive Creative Director: Doug Larter
Creative Director: Doug Larter/Darren Mckay/Kirk Gainsford
Copywriter: Natalie Rose
Art Director: Denver Brent/Romano Cardinal
Account Manager: Gregory Charoux
Account Supervisor: Vicky Hey
Photographer: Natalie Rose
Date of First Appearance: Jan 13 2010 12:00AM
Entrant Company: LOWE BULL, Cape Town, SOUTH AFRICA

Advertising Format
Modified Billboards & Posters


Site Location
Built at the V&A Waterfront Cape Town and transported to Voortrekker Road Maitland

English Translation of Main Headlines
Heart 104.9FM is a Cape Town radio station that prides itself on playing music that Capetonians love. We were tasked with creating a billboard that would clearly communicate this. Our response was to get our listeners to bring in their CDs (old and new) to create a massive 104.9FM (the station’s frequency). The message being: “With Heart 104.9FM, you have no need for CDs” The activation was so successful that a local music retailer phoned the police to cover up the word ‘CDs’. The billboard took 1930 CDs to complete.