The Vjesnik skyscraper in Zagreb shone in a new suit on Friday. Literally. In order to promote the new Giambattista Valli x H&M clothing collection, the 67-meter-tall skyscraper was “dressed” on all sides in a huge canvas containing photographs of new fashion cloths from a well-known retail chain. The venture was implemented by UM Zagreb in collaboration with the Fine Ads provider, and thanks to this project, they could enter the Guinness Book of Records.
“This is certainly a unique case in the world that a company covered a whole skyscraper with a canvas because otherwise, for the purposes of advertising, the skyscraper stuck to labels. We pulled a canvas across the entire building. In Croatia, this is certainly the largest canvas, or print advertisement, and we have received some information that it may be the largest of this kind in this part of Europe. They also mentioned the Guinness Book of Records to us, but we still have to check it out – says Tomislav Gojšić, CEO of Fini oglasi.
About 50 people participated in the set-up, including workers, mountaineers and coordinators, which took a total of 15 hours. They had to take the canvas manually up the stairs to the top (17th floor), after which they lowered the advertisement floor by floor and aligned it in parallel with the edges of the skyscrapers and ‘dressed’ 5000 m2 in new attire.
H&M is a brand that loves challenges and new advertising spaces, and UM Zagreb, with their providers, has been able to find a space that goes beyond standard frameworks. So, we came up with the idea of doing something unprecedented, although at first we didn’t think it was really possible. But in the end, we succeeded and created that much-needed “wow” effect.