Rutters UK engaged Global Erecting Sign Services Ltd and won the contract for this prestigious hoarding – London’s first ever huge format banner of David Beckham in his underwear. Gabby Logan introduced the star to the screaming public as the banner cover panel was prepared for the reveal.As the cover panel was removed, exactly on time, the crowds screamed and cheered – 350m2 of David Beckham in his Armani underwear! For protection, the system was projected 4m off the building. Darkness shielded the installation for 2 evenings. After the event the main banner and system were removed at midnight, returning Selfridges to its normal appearance.