In pictures: Giffgaff's interactive billboard in Brick Lane

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Visitors to London's Brick Lane were plunged into a dramatic, funny and immersive street theatre performance as they interacted with a giant billboard on Tuesday (21 June).

The stunt was created by Giffgaff - the community-led mobile network which has a no-contract approach to mobile - to highlight its recent TV ad that encapsulates what it means to be free from the shackles of restrictive contracts. 

Shoppers were selected by the interactive billboard at random, and, based on their responses, were thrown into a dramatic sequence of events centred on becoming free, included abseiling-escaped convicts, getaway drivers, and old school gangsters.  

Complete with fast cars, motor-bikes and a legion of Roman Centurions, incredulous members of the public became the centre of attention as the digital and physical world around them came to life, leaving many to ask ‘What just happened?’

Comment below to let us know what you think.

For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.


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