Moovivan: The Little Billboard That Could
By Michael Sileshi
Background
Moovivan began as an idea in 2006, born from a desire to rethink how we deliver advertising in physical spaces. I had just finished creating a screen-integrated waiting room table and was already sketching out concepts for a dynamic advertising vehicle. By 2009, that idea took shape — Moovivan, a mobile, energy-efficient advertising platform on wheels.
The challenge I saw in the market was this: traditional billboards are static and require your audience to come to them. I flipped that logic — why not take the message directly to people, wherever they are? Moovivan was designed to do just that.
I developed the project almost entirely solo, with essential help from my wife, especially on the legal side and during pitches.
Concept & Design
The core idea was simple: put wheels on a billboard. It didn’t have to be big — just engaging, visually bold, and energy-conscious. The goal was to communicate more with less: less energy, less space, less intrusion.
I found a 2008 Aixam Mega Van in Barcelona and instantly saw the potential. It looked like a cartoon character and made people smile — perfect for a friendly mobile message carrier.
Moovivan featured a 45-inch Vikuiti rear projection screen optimized for nighttime visibility and two LED-lit lenticular A1 lightboxes on either side. An LG LED projector powered the rear screen, drawing only 90 watts, while the slideshow was controlled with an iPod Touch. The entire setup ran from a 400W inverter and a 70Ah battery — no generator needed.
Technical Specs
- 400W inverter-powered system with 70Ah battery
- Vikuiti rear projection screen (45\") + LED projector
- Two A1 lenticular lightboxes with LGP (Light Guiding Plate)
- iPod Touch slideshow controller
- Street-legal access to restricted zones in Madrid
Activation & Reception
First outing: central Madrid, projecting local artist Clara Barrosa’s beach painting. People stopped, stared, smiled. In a separate campaign, I was hired by Turner Broadcasting España to promote a live band during a nighttime show — Moovivan circled the venue for 5 hours.
Even parked in alleyways, reactions were strong. The van itself became the message — I didn’t even use a slogan.
Challenges
Despite press and public curiosity, brand interest never fully materialized. Agencies liked the idea but didn’t follow through. I eventually moved the project to Ethiopia, hoping for better traction, but after six years of hardship, I returned to Spain and sold the van for a fraction of its cost. I had even become the van’s personal mechanic.
Visual Portfolio
Rear projection of a beach painting by Clara Barrosa, displayed in central Madrid during a night run.
Moovivan on Gran Vía, Madrid — displaying digital and lenticular ads in the heart of the city.
Product mockups showing Moovivan's adaptability to various ad content and formats.
Side and rear angle showing the LED lightbox and 45" Vikuiti rear projection screen.
Street-level activation showcasing backlit print and projection combo during a self-promo run.
Closing Thoughts
Moovivan was green before green was cool. It was social before social media took over. It was experiential before that became a buzzword. And while it didn’t survive, it mattered. It was proof of concept for a gentler, more creative way to meet people where they are — with light, motion, and intention.
I still believe in the idea. And now, over a decade later, maybe the world’s finally ready for it.
No comments:
Post a Comment