Vodafone hosts 'first-of-its-kind' 3D experience in Piccadilly Circus

20 Jul 2021

By: Sport Industry Group

Vodafone is hosting a ‘first-of-its-kind’ 3D immersive experience across the dynamic digital screen at Piccadilly Circus in central London as part of its celebration of the British and Irish Lions Tour to South Africa. 

In anticipation of the first test match - which takes place 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 25ft digital avatars as they burst through a building facade and stand in front of the Vodafone Lions flag.  

The digital 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.

The 3D experience is live now and will run until the 24th July, and employs a ‘first-of-a-kind’ technology powered by forced perspective - a technique which employs optical illusion to make an object appear farther away, which Vodafone has used to create the illusion of a 3D effect. 



Ocean Outdoor’s digital model of the Piccadilly Lights is mapped to the precise angle of the screen, which warps artwork for spectators to experience in 3D from an optimum viewing area. Objects move from deep in the scene towards the viewer, and appear to extrude out from the screen itself. The brand says Piccadilly Circus’s unique curvature offers an ideal stage for 3D animation to bring audiences even closer to the action in digital out-of-home.

The 3D experience takes inspiration from Vodafone’s recent ‘Lions on the loose’ TV campaign, which 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. The players are filmed as they travel around the country, with fans seeing the rugby stars unexpectedly bringing the sport to their local club, back garden, wedding, holiday, and finally into their living room.