There's always a whole heap of creativity on display when the amazing outfits competing for the World of Wearable Art (WOW) Awards hit the stage in Wellington every year. And now there's some creativity on the streets as well, with Adshel and True joining forces to create a specially built shelter on Ponsonby Road to promote the 'Off the Wall: Wearable Art Up Close' exhibition currently featured at the Auckland Museum and drive ticket sales for the 2013 show from 26 September – 6 October.
Adshel has had a long-standing relationship with WOW and this year it has taken that relationship a step further. The special shelter uses a range of techniques available within the Adshel Create portfolio including a solid curved back panel, graphics on the floor, LED lighting within a purpose built ceiling, plus creative use of imaging and sound (as this writer stumbled home at 3am on Saturday, vandalism meant one of the panels was literally off the wall).
"WOW is a unique design-led competition where the body is a canvas and the only boundaries are the limits of the human imagination, so it is integral that we align ourselves with like-minded brands," says Meg Matthews, WOW chief executive. "We are delighted to have been associated with Adshel for many years and this new collaboration has been an exciting opportunity to bring both our brands to life, interact with customers and push boundaries of design and creativity in a fun and unique environment."
Adshel general manager Nick Vile says the WOW brand is synonymous with creativity, beauty and pushing the boundaries and "we couldn’t think of a better partner to enable us to promote the innovative campaign opportunities available with us".
"The collaborative nature of our partnership allowed us to work together to come up with solutions that worked for WOW and that we were confident could be implemented," he says. "We love a challenge and love a fresh, new idea being presented to us that we can help bring to life."
Recently, Adshel's Create offering saw Fly Buys bring its 'Every Time You Swipe, Something a Little Bit Good Happens' campaign to life with gumballs, bubbles and snowglobes on the street. And Clemenger BBDO's Wellington in a Pint campaign even saw beer brewed in one of its panels.