INSTALLED AS part of its Euro 2012 campaign, five special builds of Adidas boots can be found on top of bus shelter wraps on St Patrick’s Street in Cork, High Road in Limerick and on Dublin’s Charlemont Street, Morehampton Road and Leeson Street.

The giant models were created by Eclipse Media, with the agency Carat planning the sportswear manufacturer’s overall campaign and PML Group co-ordinating the out-of-home element in Ireland. The campaign is also running on 48 sheet billboards and digital dPods in Dundrum Centre and the Pavilion shopping centre in Swords.

Brands remain keen to indulge in novel forms of out-of-home advertising, including eye-catching temporary structures, notes James Byrne, business development manager at PML Group.

Eclipse Media specialises in designing multimedia special builds for “dynamic outdoor advertising”. Its CV includes the conversion of a bus shelter into a beach hut for Lynx and the placing of 3D models of UPC’s logo on top of Luas card-reading machines.