Designed at In Real Life and set in the Telford Raquet Club, this was a large internal event to promote awareness of a forthcoming advertising campaign. Iceland position themselves as bold market entrepreneur who aren't afraid to challenge dogma and innovate. This was brought across in the 3D by the functional, no-nonsense rock set look and feel (1). An energetic stomp type band were part of the entertainment (2) and public personalities or independent thinking characters were depicted in the graphics (3). Additionally, in the holding area, the guests were allowed to write remarks on a graffiti wall (4) and the area was propped with rebellious 'props'.

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