±±¾©Èü³µpk10

Lowe has created a giant rugby scrum on a special poster site to

mark the quarter-finals of the European rugby tournament, the Heineken

Cup.

The five-metre high special-build poster site, on London's Cromwell

Road, features a battling mass of lifesize rugby players, each one

wearing a shirt belonging to one of the competing teams. One holds the

Heineken Cup aloft. A 96-sheet poster asks: "Who'll come out on

top?"

The structure will remain in place until the end of January and may also

be used to promote the Heineken Cup final in Cardiff later this

year.

Karen West, the marketing manager for Heineken at Whitbread, said: "This

poster is designed not only to raise awareness of the competition, but

also to capture the excitement and passion of rugby - something that

mirrored the stature of the Cup."

Ben Sareen, the account manager at Lowe, said: "This is a massive poster

for a massive tournament. The Heineken Cup features 24 of the best teams

from Europe."

The campaign was written by Tom Skinner and Rufaru Chamboko and art

directed by Becky Sawyer and Ben Tucker. The special-build construction

was by R&B Displays. Media was by Starcom Motive.