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Microsoft Hole in The World

The Challenge

Microsoft wanted a never-been-done-before way of activating its sponsorship of the British & Irish Lions Tour.

Our Strategy & Activation

We created a “hole in the world” to connect some cross-continent rugby rivals – from Cardiff, Wales to Melbourne, Australia. The three-day event used Microsoft technologies via connected Skype service to allow British and Irish Lions fans to peer into a virtual hole in the ground and shout a message “down” to the Aussie fans below. In turn, Australian Wallaby fans on the other side could do the same, giving these rivals the ability to engage in the tradition of trash talking and playful taunting – ultimately bringing each side together in the moments leading up to the game.