‘Tennent’s Scottish Rugby 6 Nations Projection Campaign’. Edinburgh

We were approached by Badaboom to launch a projection campaign that made a bold statement to highlight that Tennent’s were now official partners of the Scottish Rugby 6 Nations campaign. Armed with their Tennent’s branded rugby graphics, we took to the streets of Edinburgh – projecting on various buildings along “The Murrayfield Mile” with thousands of thirsty rugby fans walking by and onto Biddy Mulligans Bar in the Grassmarket with a static activation to be viewed over the evening.
Our photographer captured sharp, dynamic images for an advertising campaign on social media and newspapers.


Grassmarket Projections

Client – Tennent’s Lager
Location – The Grassmarket, Murrayfield Stadium, Edinburgh Town Centre
Project Partners – Badaboom
Projector Spec – 1 x PT-RZ21K 21,000 Lumen Laser Projector
We handpicked the best locations along ‘The Murrayfield Mile’ to gain maximum footfall and provide the best canvases for the projections. Buildings with minimal windows and a flat light surface are ideal for any P.R. graphic. The graphics had to be short, snappy, simple and effective so that they could be viewed by a pedestrian audience. Our van housed the projector ready to shine out of the sliding door. A few minor adjustments to the lens and mapping the images to the façade and we were ready to go!
“Edinburgh pub trolls French rugby fans with projection celebrating Scotland’s Six Nations victory. ‘That’s Life’ was the message from Biddy Mulligans in Grassmarket.
Projected on the side of the pub by the lager brand Tennent’s, the projection shows Hogg passionately singing Flower of Scotland along with the reminder to the French that not everything in life goes their way.” – Edinburgh Evening News

“Edinburgh pub teases French fans with ‘that’s life’ projection after Scotland’s Six Nations win.” – Edinburgh Live

Guerrilla Projections

This static activation onto Biddy Milligans Bar was projected over a longer period of time and was designed to be seen by revellers within the Grassmarket throughout the night after the match to promote the Tennent’s brand and the bar itself. The graphics used were provided by Tennent’s but we were in a position to advise what would work best with this type of activation. Like most P.R campaigns of this nature, it is important to make your images clear, punchy and any text used large, bold and easily legible to people walking by. Tennent’s Lager provided interchangeable branded messages relevant to the opposing country to be changed depending on which team won or lost the game.
We found the good-natured fans from each side taking snapshots of the images. Everyone had taken it in good taste and it seemed to contribute to the jovial atmosphere. Our photographer captured images to be used for social media and in national newspapers.
We had two video technicians on hand – one to ensure the projections were running smoothly and the other to convince the rugby revellers that we were not a taxi!


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