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EE - BAFTA 2021

23/08/2021
Advertising Agency
London, UK
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Credits

A World First Augmented Reality BAFTA Opening 

Our challenge was to get film fans in the UK to believe that EE is the undisputed #1 network and is ‘always a step ahead’ by creating a digital-first experience that brings to life the magic of the network and 5G through the BAFTA partnership.  

Working with global superstar, Liam Payne, we created a world-first, real-time augmented reality music performance that fans could unlock through their mobile phones using the live performance AR app ‘The Round’, all made possible with EE’s 5G network. 

The mobile experience allowed consumers to watch Liam Payne perform live in their living rooms or on-the-go exclusively before he opened the EE BAFTA ceremony on BBC One - where he performed on stage alongside his avatar which was beamed as a hologram using state of the art holographic technology, powered by 5G.  

On the night Liam’s body and facial motion capture movements, as well as live audio data, were transformed in real-time for the first time ever to create an immersive AR experience. After the live performance fans could get closer to the artist than ever before and pose next to AR Liam for a photo.

About Havas Play UK
🏆: Agency of the Year - Sports Business Awards 2022
🏆: Campaign Best Places to Work 2022 & 2023

Welcome to Havas Play! 

We connect brands to fans through passions and purpose. By creating meaningful moments people want to spend time with, at the intersection of entertainment, sports, technology, and fandom.
Our services and capabilities are delivered by an in-house team across six divisions – Strategy, Creative, Activation, Content & Media Partnerships, Production & Measurement and Evaluation – enabling us to create and deliver truly 360, integrated campaigns whatever the brief.

Strategy
Identifying where and how brands and rights holders should play at the intersection of entertainment, sports, technology, and fandom.

Creative
Big ideas rooted in passions and purpose, that people want to spend time with.

Activation
360 activation spanning sponsorship and partnerships, social, PR, talent and influencer, and experiential.

Content & Media Partnerships
Content and media partnerships for every channel.

Production
In-house end-to-end production studios.

Measurement and evaluation
Measuring the impact on your business and brand.

Our work has been recognised at some of the most highly regarded awards shows in our industry, including: The Football Business Awards, Creative Circle, The Sports Business Awards and The Campaign Experience Awards. 

Find Out More 

Check us out here  or see what we're up to by following @HavasPlayUK on Instagram or Medium. 

If you'd like to know more about working with us, or for us, then feel free to reach out to Charlie at charlie.piggott@havas.com.