In 1999, we signed a contract at Jet Line with a tobacco company to build 20 billboards for a certain cigarette brand.
We hardly suspected that we were simultaneously building the first 20 Motorway boards.
We also didn't suspect that we had just started creating Poland's largest OOH billboard network along highways.
Even more so, we didn't suspect that between signing the contract and installing the finished posters, the law would change and large-format cigarette advertisements could have a maximum of 40 sq m.

Posters Can Have Max 40 Sq M, while the Boards Being Built Have 48 Sq M. What to Do?

A 40 sq m poster will obviously fit on a 48 sq m board - but why build 8 additional meters?
Maybe build the next boards smaller, the format would be non-standard, but adapted to the contract conditions?
Or maybe stick with the standard format, after all, 12x4 m, as the largest, is used worldwide?

The decision had to be made quickly: do we change the design and modify the structures that are already standing, or do we stick with the original format and look for another solution?
We decided: we're sticking with 12x4m. After all, that's the world standard, and we wanted to offer solutions that apply worldwide. We solved the aesthetic issue of a smaller poster on a larger board by designing additional elements on the shorter sides. They temporarily occupied the unnecessary surface and could be easily dismantled later, because as it turned out - such a need arose.

And how Did it Turn out?

The following year we started working for brands that weren't subject to advertising size regulations. Among them was Era GSM, mobile telephony that had been operating for several years at that time.
Remember? The phone number started with 602 😊 In 2000, we signed the first contracts for long-term surface rental, production and permanent out of home advertising service.
And that's how a new era began 😉.

25 years later, in 2024, we have over 380 surfaces throughout Poland, along highways between cities and in cities.
Motorway 12x4 m is the largest and only such organized network of classic OOH along expressways and highways.
They have a uniform appearance, are located in places with the highest traffic intensity, all are clearly marked and illuminated.
Classic that works.

You can also find us here: