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Jean-Luc Moerman associated to ING Bank in giant Art project

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ING Headquarters in Brussels are being renovated and ING decided to use a huge advertising banner (see our post earlier this month) to cover the view to the worksite. Basically the bank had two choices: a giant ad of its company or … something else. It opted for something else, namely a work of Art by Jean-Luc Moerman, a Belgian artist who already worked for Citroën last year on the DS4 project.

My take:

Where will advertising banners end in terms of size? There seem to be no limit but that of the building itself. For the moment the messages remain simple yet innovative when compared to classics ads. I’m wondering whether such formats can become disruptive ad digital advertising promise to be. Will we ever witness giant banners with more than a 2-dimensional message? Will we ever be able to witness giant holograms which will enable viewers to read different messages depending on where they are seeing the ad?

There is still something to do with this format. It’s audacious, yet unsatisfactory for me. It can be pushed further and I hope it will be done too.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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