CHALLENGE: Activate a series of publicity stunts across key markets to bring the iconic themes of the movie to life and deliver surprise and delight moments that will immerse audiences IRL and create a catalyst for digital amplification via earned media and social coverage.

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SOLUTION: We delivered 3x large-scale and immersive publicity stunts that saw a legion of 75x gladiators and Roman soldiers descend on iconic landmarks and events around the world:

• Monumento a la Revolución in Mexico.

• Lucca Comics & Games in Italy.

• Gladiator 2 Berlin premiere in Germany.
   

Each legion of gladiators was lead by an iconic local athlete to deliver even more surprise and delight moments for audiences and drove incredible earned media via amazing press pickup and social sharing. The talent included:

• The football 'Il Gladiatore' himself, Francesco Totti in Italy.

• Olympic football gold medalist and Mexican legend, Oribe Peralta in Mexico.

• Germany's biggest athletics hero, Leo Neugebauer, in Germany.

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RESULTS: A hugely successful series of activations that delivered over 41M organic video views, 420+ pieces of press coverage (digital, print and broadcast) with an estimated 42M earned media impressions.