The world-renowned Coca-Cola Piccadilly Sign is creating history during this summer’s FIFA World CupTM with its first-ever interactive push, engaging and communicating with fans as the epic tournament gathers pace.

Building on the Coca-Cola ‘What’s Your Celebration’ FIFA World CupTM campaign, the animated sign displays personalised messages calling for people in London’s bustling Piccadilly Circus to perform live dramatisations of their unique goal celebrations on a pop-up Astroturf pitch. Films of those who join in the celebration will then be displayed up in lights on the iconic sign, rewarding them for showcasing their optimism and positivity.

Created by design agency Sedley Place, the interactive push is set to enthuse and excite passers-by as anticipation builds in the run up to the competition’s final showdown on July 11th. Alongside the goal celebrations, the sign will act as a live score board and FIFA World CupTM news ticker, giving consumers and fans alike up-to-the-minute football results and updates as they pass through the capital.