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In order to launch its 'Made to Move' clothing range during the run-up to the Rugby World Cup, Nike wanted a major promotion at its French Niketown stores including its flagship store on the Champs Elysées in Paris.
A series of five different Moviposter™ holograms of French international rugby player Frédéric Michalak were placed in a shop window as part of a larger window graphic. Footage recorded during the campaign shows the holograms stopping people of all ages in their tracks and provoked tremendous interest and interaction. Jim Moffett, Head of Marketing, Nike France declared it to be "the best retail promotion we have ever undertaken".