By Taruka Srivastava, Freelance journalist

June 30, 2022 | 3 min read

Vodafone, the official connectivity partner of Wimbledon, has unveiled a 3D Piccadilly Lights activation featuring Emma Raducanu as a digital avatar.

In the out-of-home (OOH) activation – part of Vodafone’s new #FeelTheConnection summer campaign – commuters will be able to see the Vodafone ambassador as a full computer-generated avatar on Wimbledon’s Centre Court.

The film shows Raducanu playing at the tournament via a smartphone screen. She hits a ball that comes out of the mobile screen and out toward the viewer in 3D. Raducanu then follows it, jumping out of the screen and reappearing in 3D. She looks around Piccadilly Circus, before turning to pick up the phone and take a selfie with the real-life crowd.

Emma’s lifelike digital avatar was created by Berlin-based Mimic Productions. The activation is on until July 3 (the first week of Wimbledon).

Meanwhile, on the court, the British No 1 was beaten in straight sets by Caroline Garcia of France yesterday.

The multi-screen immersive 3D experience was inspired by Wimbledon Uncovered in 360, and created by Ocean Outdoor. According to Vodafone, this is the first-ever motion-capture computer-generated avatar of an athlete to appear solo in DeepScreen on the Piccadilly Lights. The fully-integrated campaign is running across TV, radio, OOH and social.

In addition to the Piccadilly Lights activation, Vodafone will also partner with the All England Club and Westfield London on flagship activation The Wimbledon Experience W12, located at Westfield Square and delivered by Ocean Outdoor.

The experience, available till July 10, will allow tennis fans to watch the official BBC broadcast of all matches from The Championships live on a large screen set within an English garden-themed landscape with lawns, flower beds, living walls and refreshment areas. It will also offer visitors the chance to try out Vodafone’s Wimbledon Walk of Champions, a virtual reality (VR) experience that allows fans to retrace the steps of Wimbledon champions and finalists.

Maria Koutsoudakis, head of brand, Vodafone UK, said: “This summer we set out to help the UK #FeelTheConnection in partnership with some of Britain’s most loved events, and using iconic sites like Piccadilly to bring this experience in 3D to life is a key part of our strategy. The opportunity to take a quintessentially British brand like Wimbledon, the power of Vodafone’s connectivity with Wimbledon Uncovered in 360, and a British star like Emma to such a recognizable site is a big brand moment, and one we’re immensely proud of.”

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