Last year, Stella Artois profiled Rufus, the hawk who keeps pigeons away from Wimbledon, in a film by Mother London linked to its sponsorship of the tennis tournament. This year, the brand is taking the idea one step further by allowing people to "See as Rufus" via a virtual reality experience that gives them the hawk's eye view of the court. Captured using drone technology, "The Perfect Flight" experience follows Rufus's actual flight patterns, so participants can apparently truly experience what he sees.
Mother London created the film and creative concept, while Momentum Worldwide is running an experiential campaign, which included setting up a VR experience booth at London's Waterloo station. Digital production company Unit9 created the Oculus experience. Stella also launched an app for Google Cardboard users and will give away Google Cardboard sets at Waterloo, in the line at Wimbledon, and at over 750 U.K. bars.