Paris Match’s 60th birthday was a real publicity coup for biodegradable paint manufacturer SUDLAC. To commemorate its 60th anniversary, French weekly magazine Paris Match painted its logo on the Greenland ice shelf.

The logo. enlarged to the size of a football field, was displayed at the foot of an ice promontory the height of Paris’ Arc de Triomphe. To accomplish the supersized task, Paris Match needed a special biodegradable paint that could withstand Greenland’s extreme (-35 degrees Celsius) temperature.

SUDLAC was the manufacturer chosen to produce it.  To reward the SUDLAC R&D team for the work of maximizing the paint’s cold resistance, the magazine displayed the manufacturer’s logo one million times in the 60th anniversary issue. SUDLAC also got a plug on the French Paris Match Web site. The resulting name recognition was quite a motivator for the team!