MTN’s entry into the visibility market had that touch which showed everyone that something different has been born. Something indefinable, but so close: the African spirit, new colours, brighter, fresher and franker. Another dimension to the billboards, another way of doing things. The perfect illustration of this will be the dressing of the “Building of Death” in Yaounde. Such dressing, forerunner of large wall displays, will later be copied by other advertisers.