3M WORKING FROM THE GROUND UP
By Adnews Staff
3M Canada, based in London, Ontario, has launched a new way for advertisers to get their message across. The company's commercial graphics division has developed sidewalk sign graphics. The graphics are a combination of a white base film covered with a printed image and them protected with an overlaminate which is both scuff and slip resistant. The sidewalk graphics are not permanent and can be applied to or removed from most exterior surfaces. Anthony Carrozzella, marketing manager for 3M's commercial graphics division said the sidewalk graphics are a new way for customers to maintain their brand presence. Toronto-based Nike Canada is the first company to use the new graphics. Nike launched two different executions of the sidewalk ads on Friday in the downtown Toronto core leading to the Air Canada Centre. The graphics were created through Nike's ad agency Cossette Communication-Marketing of Toronto and support the Toronto Maple Leafs during the playoffs. One execution features a Curtis "Cujo" Joseph mask and the other a maple leaf with the text "Go Leafs Go." "Sidewalk signs close the gap between traditional, high investment mass media and typical short-term POP displays," Carrozzella said. The sidewalk graphics are an extension of the interior floor applications 3M launched four years ago.