Killer app: Divine Roy to inspire squad at UEFA Euro 2012

Thursday, June 14, 2012

Bugle Communications was commissioned by betting company Paddy Power to bring divine inspiration for the England squad at the 2012 European Football Championship.

What did the job entail?

Paddy Power wanted Bugle Communications to create the 30m tall structure of England manager Roy Hodgson to stand on the white cliffs of Dover in the style of Rio de Janeiro’s Christ the Redeemer. The betting shop chain commissioned the piece as part of its ‘We Hear You’ campaign, responding to the comments of customers on social media.

How was it produced?
The structure was printed continuously at Bugle Communications’ Sheffield plant for over 96 hours on to 160 2.5x1.6m 22ml HDF boards weighing 32kg a sheet. A team of engineers took two months to design the piece and a week to install it. The structure weighs eight tonnes and has an armspan of nearly 30m with two 40 tonne cranes keeping it in place.

What challenges were overcome?
Paddy Power head of communications Ken Robertson said: "Blowing up an image to 30m could have been an issue and we were originally concerned about pixellation. But the integrity of the piece was not compromised and you can make it out from the coast of France."

What was the feedback?
Robertson said: "Erecting a 30m structure on the white cliffs of Dover is not without its challenges and, despite the best efforts of Mother Nature, we installed the structure successfully. We are very pleased with it – it is phenomenal."

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