It is a glass box, about 5m in height, 17.4m wide and 5m deep. To recreate the burning coals of the braai, lights, fans and fabrics were used to create the effect of a fire. The braai place itself was manufactured from wood and a specialist scenic painter created the visual effect of a rock structure on the display. An estimated 815 man-hours has gone into the production of the main elements.
Smoke machines create the effect of smoke bubbling from a chimney and the smoke will be dispensed in spurts during high traffic times. The installation was designed to be environmentally friendly.
The enormous bottle on display had motorists puzzled as it made its way on the national road from Johannesburg to Cape Town in a clear glass box trailer.
Sedgwick's Old Brown brand manager, Kelly Johnson, explains, "With this campaign, we really wanted to demonstrate in a tangible way that we are about sharing the warmth."
The billboard will be up until 15 June 2013.
