2Heads teamed up with Avis to activate their Tough Mudder sponsorship with the Avis Preferred Park.
We are very proud to have helped our clients at Avis activate their Tough Mudder sponsorship with a campaign to build awareness and drive sign ups to the company’s loyalty program, Avis Preferred.
Avis wanted to offer Tough Mudder participants a memorable experience that aligned with their brand’s commitment to customer care. Their goal was to create an activation that not only encouraged sign-ups but also helped them recover from the intense physical demands of the course. Avis needed a solution that was practical yet impactful, providing a tangible benefit to the athletes while showcasing their premium service offering.
With grueling obstacles like ‘Kiss of Mud,’ where contenders crawl through thick mud beneath barbed wire, and the towering 40-foot ‘Mudderhorn’ net climb, participants were in dire need of recovery. That’s where 2Heads and Avis stepped in. The Avis Preferred recovery area featured ice baths to alleviate muscle soreness, a massage station to ease tension, refreshing cold drinks for hydration, and a comfortable seating area for much-needed rest and relaxation.
The overall experience was a resounding success, with over 600 participants signing up to enjoy the recovery area. Including our very own 2Heads team who took on the Tough Mudder course and joined in the recovery, truly immersing themselves in the experience we helped create.
Airshows are typically known for their stunning aerial displays, but why do they remain the go-to hub for aviation professionals?
Airshows have long been a captivating spectacle, drawing millions of enthusiasts and professionals worldwide. But in a rapidly evolving aviation landscape, some might wonder: are airshows still relevant? The answer, as evidenced by the recent Farnborough Air Show, is a resounding yes. Let’s explore why.
A Platform for Innovation and Technology
Airshows remain a vital platform for showcasing the latest innovations and technologies in the industry. This year, with Farnborough being the main airshow of 2024, the show featured groundbreaking advancements in aerospace, defence, and space exploration.
Among the highlights were cutting-edge aircraft, ranging from unmanned aerial vehicles (UAVs) to electric aircraft, showcasing the latest developments in sustainable, zero-emission technologies that underline the aviation industry’s commitment to reducing its carbon footprint. In addition to the aircraft, the airshow also presented a wide array of technological innovations across the aerospace sector, including advancements in avionics, aerodynamics, and materials science. These technological breakthroughs are essential not only for defence but also for commercial aviation, as they promise to enhance safety, efficiency, and environmental sustainability in air travel.
Networking Hub
Airshows are more than just dazzling aerial displays; it’s the perfect place to make global business connections and partnerships across the aviation industry. While Farnborough remains one of the most iconic events in the aerospace calendar, it is part of a larger global network of airshows that play pivotal roles in shaping the future of aviation.
The Paris Airshow, one of the longest-running and most well-known, serves as a major hub for civil and military aerospace developments. Similarly, the Singapore Airshow bridges the gap between East and West, connecting major players across Asia. The Dubai Airshow has rapidly grown in significance, attracting key industry leaders from the Middle East, Africa, and South Asia, while also showcasing the region’s growing influence in aerospace. Europe’s ILA Berlin Airshow further complements this by providing a platform for cutting-edge technology and innovation in the heart of Germany’s aviation sector.
A Reflection of National and Global Interests
Airshows like Farnborough, Paris, and Dubai are ideal platforms for understanding geopolitical trends and national priorities. Defence remains a central theme across these events, reflecting the current global security environment. Whether at Farnborough or Singapore, the latest military aircraft and defence technologies are showcased, highlighting the strategic investments nations are making to boost their defence capabilities.
In addition to defence, sustainability has become a core focus at airshows worldwide. Events like Farnborough and ILA Berlin are increasingly spotlighting the need to reduce aviation’s environmental impact. Sustainable Aviation Fuel (SAF) took centre stage this year, recognised as crucial to cutting the industry’s carbon footprint. Alongside SAF, innovations in electric propulsion systems and other green technologies are being highlighted. This focus on sustainability aligns with the global push to combat climate change, positioning airshows as catalysts for driving eco-friendly advancements in aviation.
So What Makes Airshows Still Relevant?
Whether it’s advancing military capabilities, enriching international collaboration, or driving sustainability efforts, airshows remain crucial in shaping the future of aviation. As the industry continues to evolve, airshows will undoubtedly remain at the forefront of these conversations, connecting professionals, governments, and innovators worldwide.
Interested in activating your brand at SXSW London?
Here’s all you need to know about 2025’s most anticipated event.
June 2025, Shoreditch, East London will mark a new dawn of brand experience and experiential marketing activity in Europe. The world’s premier creative event is landing on UK shores for the first time and will create an exciting new moment for brands to connect, engage and network with the best creative minds in Europe.
Taking over the iconic Truman Brewery and surrounding venues for official partner brand houses, SXSW London will be a festival like no other and an unprecedented opportunity for brands to make an indelible mark on new narratives in the world’s of tech, music, film, and culture.
As official partners of this inaugural event, brands will gain licence to co-create the event agenda, embed their missions in the content and activate with a bespoke owned venue enabling engagement with existing and new audiences, driving reappraisal, trial and gaining significant earned media exposure.
Ready to get going?
SXSW London may have materialised out of the blue but come June 2025, it will be the boldest brands that sound the loudest. If you’re tempted to explore how this new event platform can complement (or is it compliment?) your brand experience program, we’d love to hear from you… LET’S CHAT
Unveiling the New Qsuite Next Gen at Farnborough International Airshow
Known as the World’s Best Airline, Qatar Airways continuously creates luxurious first class experiences and 2Heads were thrilled to bring that to this year’s Farnborough Air Show. This year, visitors at FIA were able to step into the future and witness the unveiling of the Qsuite Next Gen alongside Sama, the World’s First AI Digital Human cabin crew.
Challenge
2Heads were tasked to design a standout experience that would generate excitement and buzz around the newest Qsuite New Gen while ensuring every element reflected Qatar Airways’ commitment to luxury.
Solution
2Heads developed a multi-sensory experience with the Discovery Lounge. A cinematic environment with interactive displays, including an AI cabin crew Sama and immersive vignettes.
Here is where Qatar Airways presented the newest Qsuite Next Gen. Ultra-modern, the Qsuite brings the World’s Best Business Class in commercial aviation to new heights. Communicating how Qatar Airways has again redefined luxury and innovation was the key objective of the unveiling, and every element of design and creative for the Qatar Airline presence had to showcase that elevation in business class experience.
The Qsuite Next Gen aims to facilitate a mindful work-life balance, equipped with movable 4K OLED screens – a first for any airline in the world. Rest and relaxation on-board the Quad Suite has been enhanced with increased space for dining together, added privacy with taller, digitally controlled dividers and larger lie-flat, double beds.
To truly bring the award winning experience to life, the Qverse experience allowed guests to be fully immersed into a multi-sensory VR experience. Triggering the sounds, smells and atmosphere of the full airline experience from check-in, airport lounge, shopping, to relaxing in the Qsuite on your flight. Guests could choose an item from the menu and smell the food, open a window blind and feel the heat on your face. We gave Sama, Qatar Airway’s virtual MetaHuman cabin crew a central role, not only launching the QSuite but assisting customers in the QVerse through a two-way dialogue that answered frequently asked questions.
Another space for guests to mingle was the VIP Chalet, an ultra-luxurious space for high-level networking, reflecting the elegance of Qatar Airways’ first-class lounges. A meticulously designed space reflecting the elegance of Qatar Airways’ first-class lounges, complete with floral walls, water fountains, and a world-class dining experience.
As our partnership with Qatar Airways continues to grow, we are excited to be at the forefront of aviation innovation, helping to craft experiences that push the boundaries of what’s possible. The Farnborough International Airshow was the ideal stage to showcase Qatar Airways’ latest Qsuite Next Gen, providing visitors with an immersive experience that beautifully blended cutting-edge technology with the rich traditions of Qatari culture.
Hulu was the must-visit destination at this year’s Anime Expo. With exclusive giveaways and thrilling activations, anime fans were fully immersed in the world of their favorite titles.
In the vibrant world of anime and pop culture, few events hold as much significance as Anime Expo LA. For fans and creators alike, it’s a celebration of creativity and community. This year, Hulu, a leader in streaming entertainment, teamed up with 2Heads to create an unforgettable brand experience for fans.
CHALLENGE
Hulu, as one of the world’s premier streaming platforms, wanted to create lasting memories for the fans that joined them at this year’s all-important Anime Expo. Hulu challenged 2Heads to take their well-known brand presence to the next level.
Our response was to create a powered up Hulu world that placed the fan right into the shoes of their favorite characters; an immersive experience that resonated with the unique culture and passion of the anime community and brought to life their most loved titles in way that will stay with them for a long time.
SOLUTION
We crafted six different activations to bring to life Hulu’s top titles and shows so that fans can engage with their favorite content like never before. The newest release, Suicide Squad Isekai, had fans lining up in their best cosplays to snap a photo at the themed photo booth.
At the Bleach activation, professional calligraphers wrote fans’ favorite characters’ names in Japanese, creating unique and personalized souvenirs. Our most popular activation, inspired by Naruto, tested fans’ strength with a punch bag game, while an arcade-style shooting game offered additional fun for the Mission: Yozakura Family activation.
The highlight for the crowds was the Dragon Ball Z activation, a true fan moment where guests can power up with a plasma ball and imitate their heroes by reaching their ‘Kamehameha.’ The lounge provided the perfect rest stop for fans to ‘power up’ with a chance to recharge their phones and themselves while still not missing any of the action. Here fans eagerly awaited the exciting boba tea drop to rehydrate before jumping back into the action.
With over 20,000 visitors and 5,000 giveaways, Hulu’s presence at Anime Expo was a success, offering fans an unforgettable experience as they were fully immersed in the world of animayhem. The activations not only showcased Hulu’s dedication to the anime community but also set a new standard for fan engagement at large-scale events. We are excited to continue this journey, striving to make each activation stronger and more impactful, ensuring that Hulu remains a beloved destination for anime fans year after year.
What makes an unmissable fan experience?
SEGA X Atlus and 2Heads partnered again for their second year to do just that. Craft an unforgettable fan experience for guests at Anime Expo 2024, eager to meet their latest content, Metaphor: ReFantazio.
Long awaited, the Metaphor ReFantazio game launches in Autumn, and to build hype, the Sega activation offered fans a chance to demo the game for ten minutes, an extremely popular experience for keen fans visiting Anime Expo 24, looking for those once in a lifetime moments.
Anime Expo, held annually in Los Angeles, is a vibrant celebration of Japanese pop culture, drawing in tens of thousands of enthusiasts from around the globe. The event is a hub for anime, manga, gaming, and cosplay, making it the ideal platform for SEGA x Atlus to showcase their brand and latest offerings.
2Heads wanted to captivate fans with exclusive merchandise and an immersion into the ReFantazio title. The game explores the themes of ideal and reality and takes place in a medieval fantasy world that is the “mirror” of the contemporary real world, and we wanted to bring those fantastical elements to life within the Los Angeles Convention Center.
The Brief
SEGA approached us with a clear and ambitious objective for Anime Expo: to captivate their fans with an unforgettable experience that would drive merchandise sales and generate excitement for the upcoming launch of Metaphor: ReFantazio.
The Solution
To bring SEGA’s vision to life at Anime Expo, 2Heads crafted a captivating and immersive experience centered around a key element from Metaphor: ReFantazio. We took inspiration from the gameplay itself and crafted something not yet seen before at a Sega event.
We replicated, detail for detail, the main craft of the game – the Gauntlet Runner- and brought it to life. Standing at 25 feet tall, the replica of the Gauntlet created an eye-catching and interactive centerpiece for SEGA’s experience. This unmissable structure not only drew fans into the space but also provided a thematic setting where fans could demo the highly anticipated game.
Inside the Gauntlet, fans were transported into the world of Metaphor: ReFantazio, allowing them to experience the game in a unique and engaging environment with over 800 demos played. The immersive setup ensured that the demo was not just a casual playthrough but an event in itself, amplifying excitement and leaving a lasting impression on the fans. Additionally, the visually striking inflatable served as a perfect backdrop for photos, further enhancing fan engagement and social media buzz.
Aside from the gaming element, we incorporated dedicated photo op areas featuring guest cosplay artists dressed as the Qadistu from SEGA’s game Vengeance. These talented cosplayers added an authentic and dynamic element to the experience, delighting over 2,000 fans and providing them with the opportunity to capture memorable moments with their favorite characters and share to their social media to have a chance at winning an exclusive prize.
Adjacent to the Gauntlet, we designed a merchandise area where fans could purchase exclusive SEGA items. With 5,000 items sold, this section featured a variety of products, from t-shirts, pins to mugs and other collectibles, allowing fans to take home a piece of the SEGA experience. The merchandise area was strategically placed to capitalize on the excitement generated by the demo and photo ops, ensuring a seamless flow from engagement to purchase.
Conclusion
SEGA x Atlus was a popular destination among fans. The life-sized inflatable Gauntlet, immersive game experience, and vibrant photo ops with guest cosplayers created an engaging environment that resonated deeply with fans. By blending interactive elements, fan-focused activities, and exclusive offerings, the experience not only met but exceeded SEGA’s goals. The buzz generated at Anime Expo has laid a strong foundation of excitement and anticipation for the upcoming release of Metaphor: ReFantazio, solidifying SEGA’s presence in the hearts of their most passionate fans.
What better place to introduce the future of travel than at the world’s leading tourism show ITB Berlin?
Qatar Airways, the multiple award-winning airline, made quite the impact at this year’s ITB Berlin. Engaging visitors from all over with a truly immersive and experiential pavilion. 2Heads was thrilled to work on our first project with Qatar Airways at such an iconic event where technology was the driving force for the brief and our creative team was able to execute with imagination.
The pavilion was nothing short of a luxurious and first-class experience. From comfortable lounge areas where important meetings can be hosted to a QVerse multi-sensory experience that immersed visitors in the full experience of a Qatar Airways flight.
Say Hi to Sama
Being the pioneers that Qatar Airways are, the innovative airline were the first to develop a virtual MetaHuman cabin crew. ITB Berlin was the place to welcome Sama 2.0, powered by AI. Sama assisted customers in the QVerse through a two-way dialogue that answered frequently asked questions, whilst also posing with visitors for a selfie!
Experience the QVerse
To truly bring the award winning experience to life, the Qverse experience allowed guests to be fully immersed into a multi-sensory VR experience. Triggering the sounds, smells and atmosphere of the full airline experience from check-in, airport lounge, shopping, to relaxing in the Qsuite on your flight.
2Heads are excited to develop our relationship with Qatar Airways and look forward to crafting new and innovative brand experiences over the years to come.
Disney welcome their guests to the ultimate pre-Oscars Party on the roof of The London West Hollywood.
Disney and ABC brought the glamour to this year’s Academy Awards with their pre-Oscar party atop of the famous London West Hollywood in Beverley Hills. Disney and ABC partnered with 2Heads to create a VIP party that really honoured the glitz and glam of this year’s 96th Academy Awards. 2Heads were delighted to partner with Disney again to craft a stunning rooftop environment and host an evening of entertainment that complemented the stunning skyline.
The Brief | A Place to Charm
When Disney Advertising Sales decided to host their pre-Oscars party at the glamorous London West Hollywood Hotel, Beverley Hills, they wanted their unique roof-top space to welcome guests with a celebratory environment fitting of their twenty nominations at this year’s Academy Awards.
2Heads worked closely with Disney on the transformation of this iconic roof-top space, building their requirements into a beautiful floral journey for each guest. Each environment, from lounges, bars and photo opportunities focused on an individual experience for the attendees that incorporated a viewpoint of the sky and the famous Golden Statues.
The Solution | A Place of Beauty
To kick off a weekend of celebrations, Disney wanted their pre-Oscars event to be a cocktail party of creative sophistication. We developed and delivered a luxury environment to host a party to remember, including concept, design, production, catering, venue liaison and overall attendee experience.
The fun continued late into the evening with VIP guests enjoying the visual pillars inspired by the opulence the Oscars. Beautiful architecture and accent planting enhanced by playful lighting design and floral additions created natural opportunities for brand messaging and plenty of social media opportunites.
Embracing the elegance of The London environment, we designed multiple Oscar ‘moments’ with integrated branding and messaging to engage the 800 pre-invited guests. Guests interacted for hours with the many photo opportunities, including the statues, enchanted garden space, pool decorations and branded bars with laughter heard right across the LA skyline.
To learn more about how 2Heads can help you create an environment fit for Hollywood, contact us.
Where do the luxury aviation brands of the world go this time of year? 2Heads return to Dubai Air Show with the best in the business; Bombardier, Airbus, VistaJet, Rolls-Royce and CAE.
The ultimate in luxury was the trend of the event, exceptional hospitality was the heart of the experience. 2Heads created a series of flagship experiences at Dubai Air Show that showcased industry leaders and seamlessly combined networking spaces and technical statics with hospitality.
From restaurant to runway, 2Heads designed a series of multi-sensorial experiences that focused on brand luxury, immersive technology and functional spaces that allowed guests to explore the exciting future of aviation.
For our 10th year in Dubai, we partnered with the aviation industry’s leaders to create their hospitality experiences in the Middle East’s flagship airshow. From the creation of Airbus’s pavillion to Rolls-Royce and Bombardier’s chalets, we showcased the best in aviation luxury through thoughtful design and impeccable finishes. Technology and innovation were translated through the immersive booths inside the Dubai World Center airport. Internationally renowned brands, CAE and Vista welcomed VIP guests into their own branded world. VistaJet’s VIPs were transported into their own plane with the Vista flight simulator while Airbus’s guests were immersed in a fuselage with a vision, the Airspace complete with content screens, airplane windows and overhead lockers.
People love to escape into the possibilities of transport. Out in the UAE sun, we developed statics displays for Bombardier, VistaJet and Airbus, utilising the power of immersive environments to transport people into the ultimate in aviation opulence.
Impact
A week long event, Dubai Air Show attracted 100,000 visitors and showcased 160 aircraft. Our clients conducted a multitude of successful meetings and press conferences.
Industries: Aviation, Technology
Services involved:
ITV Studios is one of the hottest TV creation, production and distribution studios in the world right now, home to Love Island, Queer Eye and Schitts Creek. ITV Studios brought 2Heads on to translate the vibe of their distinct content collection into a bijou branded home for guests of the international content market MIPCOM.
Inspired by their chic location on the Croisette in Cannes, 2Heads reimagined ITV Studios House into the ultimate destination for media professionals. Changing up how guests interacted, the House took a fresh approach to the market. Part Soho House glamour, part inspirational content, the House was the talk of the town at the Palais des Festivals de Cannes.
THE DESTINATION
Centrally located in the heart of the MIPCOM market, the ITV Studios House stood out from the crowd with its modern take on the art deco glamour of Cannes famous seaside boulevard. No detail was ignored in creating a true destination for the media industry to experience the ITV Studios vibe.
From creating the iconic bar, to break-out booths for secluded conversations, the experience felt like stepping into a private members club.
THE HOME
The luxe interior offered plenty of ways to explore ITV Studios’ world of popular culture. A central sit-up bar transported guests to the iconic French Riviera, and a sun-soaked terrace offered loungers somewhere to enjoy the House’s Bento boxes. Every gilt-edged corner of the House came with discrete foliage-lined spaces to hold important conversations.
Content from ITV Studios’ 60+ production labels was sprinkled throughout the House; close up prints of their famous shows decorated the walls, and reels projected on exterior screens to immerse guests into the ITV Studios world.
SPREADING THE WORD
ITV Studios made their presence known throughout MIPCOM, not just with the coffee cups and tote bags but playing with the House’s Instagram-ability through a social media campaign that hit up ITV Studios fan base worldwide.
THE TERRACE
A comfy, people-watching space, the Terrace doubled as the location for ITV Studios gatherings and a chance to reflect on the sustainability efforts behind the House. Built from a courtyard of repurposed containers, the architecture of the new House radically reduced the event’s carbon footprint, from storage and transport to heating and furniture.
