Swiss Milk Producers and APG|SGA take Lovely up high
At Bern’s train station, Lovely—known throughout Switzerland—is surprising passersby for a month. Smiling from a height of over six meters, she greets visitors to Bern’s main train station.
The Swiss dairy cow Lovely has many hobbies, including soccer, yoga or cycling. This year, one of her activities, climbing, is staged in 3D: In the north hall of the main station in Bern, Lovely climbs up a mega poster. According to the motto: "Milk. Your Natural Fitness Program".
In collaboration with Swiss Milk Producers/AMS Media and APG|SGA Mega Poster, this 3D conversion was created. As a basis, a small plaster model was created, which was then digitized with a 3D scanner. With the 3D data created from this, a CNC machine milled out the individual parts from expanded polystyrene EPS, which were glued together and remodeled by hand. The next step was to apply a synthetic resin coating that makes Lovely extremely weather-resistant, APG|SGA said in a statement Friday. The final touch was paint, which was sprayed on using airbrush techniques. Structural engineers inspected and approved the mounting fixture, which was produced specifically for Lovely. Partner company Richnerstutz was busy with the overnight assembly work for more than six hours.
Lovely will make a guest appearance in Bern until July 15, 2012.
Responsible at Swissmilk/Swiss Milk Producers: Charlotte Hofstetter (Head of Marketing), Martin Rüst (Head of Advertising & Media), Olivia Etter (Project Manager Advertising Milk), Matthias Glauser (Head of AMS Media). Responsible at AGP|SGA Mega Poster: Ernst Fuhrer (Head of APG|SGA Mega Poster), Denise Cevallos (Sales Consultant).
