Fathers Day

Leather, one of the most striking symbols of the male universe, was the inspiration for DM9Sul (Brazil) to “dress” a billboard as part of the Fathers Day campaign by Iguatemi Shopping Mall in Porto Alegre.
The 28 square meter piece features a hand embroidered coat of arms depicting the mall’s logo, which calls to mind the world of Harley Davidson enthusiasts. Production of the billboard required minute attention to detail, using hand painting and embroidering techniques to work the leather; all to ensure the piece would be as similar as possible to the famous jackets used by bikers.
Between research, production and execution, the creative team at DM9Sul took about 25 days to produce the billboard, located on a busy road in the state capital.
In addition to the billboard in ecological leather, DM9Sul also created pieces to be placed inside the mall, web banners, printed advertisements, traditional billboards and frontlights to be distributed around the city.
The competition, which begins on August 1, will raffle off two Harley-Davidson motorcycles that are on display at the mall with other models until August 21. Visitors can also learn more about Harley freestyle at a boutique selling the brand’s products.