Bayer Turns HQ Into Giant Electronic Billboard

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BNET Pharma provides daily industry trends and news coverage with insights for managers and executives about major manufacturers of pharmaceuticals and medicine. In addition to detailed drug company profiles, we bring you industry analysis on new partnerships, drug patents and products, cost management, investments, pharmaceutical related lawsuits, and a host of other important business issues.

In a move that wouldn’t look out of place in the film Bladerunner, Bayer (BAY) has covered the entire surface of its former Leverkusen HQ in 5.6 million LED lights to create a semi-permanent lightshow (video below).

The results are spectacular — animated shots of blooming flowers, fireworks, the universe (and, of course, Bayer’s logo) can be seen for miles around.

The project is an ad for Bayer’s MaterialScience division, which makes LEDs.

Bayer is moving to a new HQ, so it appears that the lightshow may come to an end when Bayer gives up its old Leverkusen home.

Tags: Bayer AG, Engineering, Jim Edwards, Bayer

Jim Edwards, a former managing editor of Adweek, has covered drug marketing at Brandweek for four years, and is a former Knight-Bagehot fellow at Columbia University's business and journalism schools. Follow him on Twitter or send him an email.

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