Hot-air balloons, airships and advertising banners have always been the best way to catch people’s attention. If you ask anyone if they know what an airship is they’ll say right away “yes, the Goodyear one”!. Man has always been attracted to whatever can fly, and considering the size of a balloon, what else can be a more effective way to communicate something? The emotional impact of a 30 metre tall Coke bottle floating in the sky is very strong, and definetely more important than the image itself reproduced on an advertising panel placed near a ring road.