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May 26, 2010
Gold billboard dazzles Vancouverites
Rethink has mounted a billboard made of pure gold on Vancouver’s West Side for Science World. Installed in an area known as the city’s playground for youthy spendthrifts, the board uses the mesmerizing power of gold to captivate passers by. Those entranced by the bling will read: "2 oz. of gold can cover a billboard." A message both fascinating and true—one of many from the new Treasure! exhibit at the TELUS World of Science.
“It’s the kind of interactive, inspiring message we love sending out,” says Suan Teo, director of marketing of Science World. “As soon as Rethink showed us this idea, I couldn’t wait to see it in real life. It’s a great example of how fun and exciting science can be.”
“Usually when we say an ad is golden, we’re speaking metaphorically,” says Rob Tarry, a creative director at Rethink. “But this thing is the reeeal deal.”
The golden board is the first of its kind anywhere in the world and took four weeks of painstaking work by Canada’s top gilder, Brian Dedora.
“The first time they asked me, I thought they were mad,” says Dedora, who usually spends his time gilding vaulted cathedrals or modern works of art. “I’ve never done anything quite like this. I’ve spent the last three years of my life gilding the Ukrainian National Church in Toronto.”
The worth of the billboard is estimated at $11,000. It will remain in its current location for three days with 24-hour security guard surveillance before being moved to Science World.
A second billboard made of over 9,000 (fake) diamonds has been mounted at the 1200 block of Powell Street at Clark Drive. The message: “Diamonds aren’t all that rare.”
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