| Strategic approach: |
We live in the country of “Atentie! Cade tencuiala!”. The Romanian cities are full of buildings whose facades are about to fall, but we, Romanians, are very good at taking serious problems lightly and creatively: lots of signs with the same warning “Watch Out, Falling Plaster/Atentie! Cade tencuiala”, illustrated in various forms and formats. From a simple pen scribble on a piece of paper to sophisticated neon signs or ingenious installations of broomsticks and duct tape. Typically, instead of reinforcing the facades and solving the problem, communities invest in making the warnings bigger and more visible. The problem is well known across the country but welcomed with nothing more than a shrug and a smile. And the aforementioned signs, of course.
Having all this context, BICO Industries, the biggest Romanian producer of fibreglass mesh for facades, took this issue in its hands, having one big objective on its list: to reinforce both its position on the market and those facades altogether by using the product itself, i.e. choosing to print their OOH message on the technical fibreglass mesh later used in fixing the facades. |
