The English and Irish Lions Rugby Tour of New Zealand is a big deal, a huge deal. They only come every twelve years, so Steinlager, the official sponsor of the All Blacks wanted to get the most out of the tour and asked asked us to help fuel the excitement and rivalry that made the competition so great.

During the Lions Rugby Tour of New Zealand teams and fans actually spend more time at the airport travelling between stadiums than they do at the actual stadiums. But there is nothing going on at the airport, no advertising, no support, it doesn’t even feel like part of the tour. So Steinlager, the official sponsor of the All Blacks, bought every sign at the airport and gave them to their rival, Guinness, the official sponsor of the Lions. There was just one catch. They had to fight us for them.

So we bought every sign which included 65 digital screens across both domestic and international terminals and 8 large scale static billboards. We then told our rival, Guinness, the official sponsor of the Lions, that they could have the signs, but they had to fight us for them. We had fitted each of the 65 digital screens with a camera and microprocessor and programme them to recognise fans. Fans from either team could then take over the signs and blanket the airport for their team. All they had to do was approach the screen and stand their ground. Just like a rugby match on the field, it was a fight for territory.