Brief: Bring Canterbury’s new David Bailey-inspired England Is All campaign to life at Twickenham during the QBE Autumn Internationals. Use the occasion to give fans an excuse to try on the new England home shirt, and ensure they can share their experience online.

Our audience insight: “I’m at Twickenham to watch England play, and I’d love the opportunity to boast about it to my friends who haven’t been able to come.”


Solution: An interactive photo studio giving fans the chance to have their photo taken as part of the England line-up. Each visitor’s details were logged before they entered and unique QR codes allocated, which allowed their image to be emailed directly to them along with one-click links to share it via Twitter, Instagram and Facebook.


  • More than 4,400 fans visited the photo studio over the four matches
  • 83% of visitors reposted their image through social media