O2 gears up for Six Nations clash with holographic body mapping projection
In local news, here’s a pretty cool campaign from UK telecoms brand O2 as it builds up to tomorrow’s Six Nations clash between England and Italy (February 14). The naughty scamps have been touring the UK this week and projecting England Rugby shirts onto famous statues. But the really cool part – each has been bodymapped using cutting-edge holographic technology. Now, that’s what we like to see here at Cream!
As an England Rugby sponsor, the activation is part of O2’s #WearTheRose Six Nations campaign. This particular activation has been led by brand experience and innovation agency CURB Media (the same guys behind Paddy Power’s Sky Tweets campaign – it figures, right?).
In the late hours of Wednesday evening, statues in nine cities around the UK ‘wore’ the England Rugby shirt, which were projected thanks to bodymapping holographic technology.
The campaign was simultaneously coordinated by eight teams under the cover of darkness, and hopes to mobilise support and invoke pride around the country in the build-up to England’s first home game against Italy this weekend as part of the Six Nations.
“We wanted to deliver an iconic idea with O2 for England fans across the country and do something emotive that will really drive support for the team,” said Chris Elrin, Commercial Innovation Partner at CURB Media. “This simple idea will no doubt stick in the heart and minds of millions of England rugby fans across the country.”
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