Habitat were asked to assist premium watch maker Tag Heuer – in partnership with MediaCom – to welcome football superstar and brand ambassador Cristiano Ronaldo to Australia during the 2015 International Champions Cup. The key criteria for the response were, make it big and feature the campaign message #DontCrackUnderPressure.
Habitat would produce an artwork on a massive scale under the approach to Melbourne airport. The work would be over 4,000 square metres in size, feature the key campaign message and an image of Ronaldo himself.
The week production was scheduled Melbourne endured the infamous Polar Vortex. Habitat certainly did not crack under pressure and forged ahead with unbreakable determination. Content of the epic work was seeded out through the brands global network and social channels and was seen by up to 1.25 million domestic and international air travellers in and out of Melbourne airport over a 4 week period.