Client
HINES
Services
COMMUNICATION
Sector
REAL ESTATE
The iceberg metaphor: only a part of the whole sticks out and is visible from the surface. That’s just how it is. But, well, how else can an iceberg announce its presence? At most, an iceberg can try to make its tip more noticeable. To be seen from afar. Attention! Iceberg ahead! Well, this is our job in general, but more specifically the one we’ve done in our latest project for Hines, one of the largest private real estate investors and managers in the world.
Nexus Barajas is a space of over 100,000 square meters just 5 minutes from Barajas airport, very close to Madrid and right on the A2. We created the name Nexus precisely to highlight the complex’s connecting nature. At Nexus Barajas, Hines has developed a real estate project that, due to its size and location, is designed to be leased by logistics companies.
Let’s return to the iceberg and look at its tip. Let’s look at the billboards we created to announce Nexus Barajas in 10-meter OOH formats placed on the A2, right in front of the space. The creativity behind it isn’t just meant to grab attention—watch out, iceberg!—but to fulfill a communication goal: to convey that this is a large space available for lease, aimed at logistics companies. The headlines invoke iconic figures, famous for their globally-reaching businesses and vast distribution networks. The creativity evokes the scale of the space in just a few words. We capture attention with a clear message, large typography, a bright background, a reading experience designed to withstand the 120 km/h at which the passing vehicles are traveling. You see it, you read it. If you’re alive inside, you probably smile too. And later, you remember it.
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