O2 is collaborating with Projection Artworks to deliver the activation on the roof of its namesake venue in London. It was initially designed to support the telecoms brand’s sponsorship of England Rugby throughout the tournament.
Chris Philpott, production director at the agency, explained that the 48 projectors and 23km of cables had to be installed on the roof without the aid of cranes.
The activity kicked off on 14 September with a performance from the team’s singer Laura Wright surrounded by what was claimed to be the world’s largest projection mapping project.
The roof was then handed over to England Rugby fans, who could tweet their support of the team using the hashtag #WearTheRose. Selected messages were broadcast by light onto The O2, and the tweeters were sent an exclusive Gif file of their broadcast.
O2 continued in this vein until the end of the group stages, despite England’s early exit, and opened up the activation to supporters of all teams from 16 October.
Philpott added that once the tournament finishes tomorrow (31 October), his team will have approximately two weeks to dismantle the activation.
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