WIN OR LOSE, ALWAYS AIM HIGH
Vue Cinemas were looking for a sky-high PR stunt to create a big splash for the release of Eddie the Eagle.
Overnight we built a 12m high free fall ski jump on the Southbank against the backdrop of Tower Bridge. Celebrity guests and passers by were invited to take the leap of faith and hurl themselves from the top of the jump whilst pulling their best Eddie the Eagle ski trick.
Invariably most competitors ended up in a hilarious heap of foam skis, goggles and fake snow.