Vodafone, the lead partner of The British & Irish Lions for the 2021 Tour of South Africa, is hosting Ocean’s DeepScreen 3D immersive experience across London’s iconic Piccadilly Lights.

In anticipation of the first test match this weekend, and as part of Vodafone’s aim to bring Lions fans closer to the Tour than ever before, the activation sees Vodafone’s 2021 British & Irish Lions ambassadors Sam Warburton, Maggie Alphonsi, Paul O’Connell and Jeremy Guscott brought to life as 25 feet digital avatars as they burst through a building façade and stand proudly in front of the Vodafone Lions flag.

The avatars were created as part of the official Lions app which launched in October 2020 to allow rugby fans to ‘become a Lion’ and fully immerse themselves in the Lions action in the countdown to and during this summer’s Tour.

Vodafone’s DOOH campaign went live on July 19 using the partnership strapline Connected. United. Unlimited and the hashtag #UniteThePride. It runs until July 24.

The campaign harnesses Ocean’s DeepScreen 3D forced perspective technology which uses optical illusion to make an object appear farther away to create the illusion of a 3D effect.

Objects move from deep in the scene towards the viewer, even appearing to extrude out from the screen itself, Piccadilly’s unique curvature proving an ideal stage for 3D animation to bring audiences even closer to the action.

The Piccadilly Lights showcase takes inspiration from Vodafone’s ‘Lions on the loose’ TV campaign which is airing now.

The advert sees a pack of six Vodafone Lions ambassadors – Alun Wyn Jones, Stuart Hogg, Hamish Watson, Tadgh Furlong, Louis Rees-Zammit and Maro Itoje – running through the four nations and leaving fans in awe as they go.