The 270-degree projection, which was delivered by Projection Artworks, bathed the landmark in Heineken’s iconic green colour, while also creating the illusion that walls were filled with rugby fans watching a game. It kicked off when the first winner of the brand’s #ItsYourCall competition tossed a coin.
Alongside the visual stunt, the evening featured an hour-long set from Everything Everything and appearances from Heineken’s selected ‘Rugby Legends’ Jonah Lomu, Will Carling, John Smit, Matt Dawson and Scott Quinnell. In total, 900 people attended the event.
Heineken worked with agencies RPM, M&C Saatchi Sport & Entertainment, St. Luke’s, Publicasity, Starcom Mediavest and Possible to host the event.
David Lette, Heineken’s brand director, said: "We’re so excited that Rugby World Cup 2015 is only a matter of weeks away now so we wanted to launch our campaign in style by giving everybody a taste of what’s to come in September."
The beer brand has also announced plans to host the Heineken Rugby Studio during the tournament. The digital show will be filmed in Twickenham Stadium and broadcast across social media and hosted by Will Carling, who will be joined by the Legends line-up and special guests.
Read more about Heineken's Rugby World Cup plans here.
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