TIMEBASED EVENTS LIMITED invited quotes for the prestigious launch of the new David Beckham/Emporio Armani underwear campaign. Rutters UK engaged Global Erecting Sign Services Ltd and won the contract against stiff opposition.
At Midday on 11th June Oxford Street London came to a standstill as thousands of fans arrived outside Selfridges to witness the first ever huge format banner of David Beckham in his underwear to appear in London. Gabby Logan introduced the star himself to the screaming public whilst the banner cover panel was prepared for the reveal. At exactly the required time the 200m2 cover panel was slowly lowered to reveal the huge banner of David Beckham in the much anticipated new Emporio Armani underwear campaign. As the cover panel was unveiled the packed crowds began to scream and cheer as the 350m2 banner was revealed to the public for the first time.
To avoid any damage to the façade of Selfridges or the rear of the banners, the system was projected 4 metres off the building. Everything was installed in the darkness of the previous two evenings to avoid anyone getting a glimpse of the huge banner prior to the official unveiling. Following the completion of the event the main banner and system were removed at midnight, to return the entrance to Selfridges to its normal appearance.
Go to YouTube to see the event