Eddie the Eagle @ Cineworld

Eddie the Eagle @ Cineworld

To celebrate the  launch of the brilliant “Eddie the Eagle” movie, Vue Cinemas were looking to deliver something seriously fun!

The Brief

Vue Cinemas were looking for a sky-high PR stunt in central London to create a big splash for the release of the Eddie the Eagle film.

The Solution

We built a 7m high free fall ski jump on the Southbank, against the backdrop of Tower Bridge. Due to logistics and timescales dictated by the local authorities, this had to be erected early on the morning of the activation and removed and cleared in under two hours after the event ended.

We provided custom branding for the tower, a selection of 1980’s ski wear, goggles, foam skis and even a snow machine, to create a fun and immersive experience.

The Delivery

Celebrity guests and passers by were invited to take the leap of faith and hurl themselves from the top of the jump whilst pulling their best Eddie the Eagle ski trick. A small Ski Village was erected around the activation to encourage engagement from those not jumping and to distribute marketing material.

Invariably most competitors ended up in a hilarious heap of skis, goggles and snow.

The Results

With good weather on our side, the activation was a fantastic success with a contant stream of Eddie the Eagle wannabes. The photos from the event proved that it really was a high impact event right in the centre of the capital.

 “An enormous thank you for pulling off an amazing event at such short notice. It’s hugely appreciated”

Vue Cinema

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