The brief:
Launch international ticket sales ahead of the 2006-07 Ashes Series in Australia.
The Activity:
A 28-foot statue of Shane Warne was unveiled in Piccadilly Circus, London which involved the co-ordination of media on both sides of the world to maximize impact.
The Results:
Global media coverage was achieved via this activity, with pieces appearing in Australia, UK, India, South Africa and even North America.
The launch helped tickets to the 2006-07 Ashes Series sell out in less than 24 hours.
Media Slideshow:
