Citibank has installed a creative advertising campaign to celebrate its 100th anniversary operating in Brazil. Rather than just using a straightforward billboard to announce the milestone, the financial company has chosen to use projectors and created a visual billboard in Sao Paulo.

Citibank worked with a company called Founders to create the project, which hinged on the successful installation of 19 Christie GS Series laser phosphor projectors. Using these projectors, a 250 square metre permanent projection has been created on a glass facade, making it the largest mapping installation in Latin America to date.

The projectors, Christie DWX555-GS laser phosphor projectors, can produce up to 100,000-lumen brightness and are able to cope with the serious demands of the project, which require that they are on 24 hours a day, seven days a week to provide a source of information for entertainment and culture.

The campaign is particular intriguing given that Sao Paulo banned all billboards in 2007, due to what the city officials classed as an issue with ‘visual pollution’. In response, Citibank, Founders and Christie came up with a project to produce a new billboard that would be approved by the Clean City Law. This makes this project one of the first advertisements to be erected since 2007.

Leonardo Chelby, CEO of Founders, speaking about the project and the projectors specifically, said: “When we received the assignment to turn the branch into a digital landmark, we analysed the branch’s architecture and developed specific solutions that use the front and sideward glass façade to create a digital billboard.

“We needed very powerful projectors to offer the best quality image, and that’s why Christie DWX555-GS projectors served us perfectly."

Featuring laser phosphor illumination and equipped with 1280 x 800 WXGA resolution, the Christie DWX555-GS eliminates the need for lamp and filter replacements, providing 5,400 ANSI lumens and 20,000 hours of low-cost operation - perfect for the task at hand.