Project For the 2015 Rugby World Cup, Coca-Cola launched the "Win A Ball" campaign with a major activation at Potters Field Park near Tower Bridge. The concept invited Londoners to trade in their old footballs, tennis balls, or basketballs for a limited-edition Gilbert rugby ball. This event served as the physical anchor for a nationwide promotion aiming to get over one million rugby balls into the hands of fans. The activation transformed a standard product giveaway into an engaging "amnesty" event, capturing the public’s imagination right in the center of London.

Challenge The main task was to create a functional pop-up structure that was instantly recognisable as rugby iconography. We needed a secure "exchange point" capable of housing thousands of balls while showcasing the traded-in items as a visual display. The build required robust engineering to withstand an outdoor public park setting and manage heavy foot traffic, all while adhering to strict safety regulations and premium brand guidelines.

My Role As Head of Design at Nicholasalexander Ltd, working with M&C Saatchi, I led the project from concept through to technical engineering and installation. I designed a custom structure mimicking a giant rugby ball, using clear Perspex frontage to turn the collected balls into a dynamic display. I oversaw the fabrication and integrated a bungee cage system for storage, ensuring the final build met the high standards required for a global sponsor.

Results & Impact The event successfully distributed 1,000 rugby balls in a single day, generating significant media engagement with appearances from rugby stars Mike Tindall, Thom Evans, and Natasha Hunt. Beyond brand exposure, the project carried a strong social legacy: all collected sports balls were donated to StreetGames, a charity supporting disadvantaged communities. The structure effectively anchored Coca-Cola’s tournament presence, blending experiential marketing with tangible social impact.