Virgin Media.
Race Bolt CWG Challenge.

As official sponsor of the Commonwealth Games in Glasgow, Virgin Media wanted to 'take over' Glasgow with a series of brand experiences that showed their super-fast broadband speed.

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With Usain Bolt as their main brand ambassador, it made perfect sense to leverage his natural speed to create a never-done-before experience.

I created a series of experiences across Glasgow based on three principles of Training, Racing and Celebrating. These activations started in Bolts Gym, a pop-up experience in Glasgow city centre designed to show off Usains history of racing. With original medals, memorabilia, and schoolboy trophies ​people could train with a virtual Bolt, download his training playlist and watch the games live.

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Our tentpole moment was Race Bolt on Glasgow Green. An enormous 40m outdoor official running track with a full length digital screen. Participants could register to race a life-size digital version of Usain. Each runner took away a digital photo of their own 'lightning bolt' pose.

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We celebrated the success with an exclusive VIP suite at the Games arena, available to Virgin Media customers and Race Bolt contestants.

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