#BigStig Goes On European Tour

a global channel launch for BBC Worldwide

BBC Worldwide asked us to create an attention grabbing promotion for new lifestyle channel BBC Brit.


The giant statue was unveiled by The Stig himself in front of Top Gear fans following a 3 day journey through Europe which started at Top Gear HQ in the UK and called in at Amsterdam and Berlin before arriving in Warsaw Poland.

On the Top Gear test track...

Fimishing touches before the off...

The towering sculpture was specially commissioned to celebrate the launch of BBC Brit - a new global brand from BBC Worldwide which made its international channel debut in Poland.

The model, which is made from fibre-glass, took a team of three sculptors over two months to design, construct and paint.

The giant effigy of The Stig is equivalent in size to two London double decker buses stacked on top of each other.

The monument was sent from Top Gear HQ and travelled across The Netherlands and Germany to its final destination in Warsaw, Poland.

The Results

The start of the Stig's journey at Top Gear HQ attracted huge media attention and the use of the Big Stig hashtag meant that the stunt continued to garner social media buzz throughout its journey.

#BigStig was the number one trending topic on Twitter in the Netherlands as he passed through Amsterdam and the unveiling of the statue in Poland landed more print and online coverage from all over Europe.

In the UK the stunt attracted print coverage from: The Metro, The Sun, The Guardian, The Daily Star, The Daily Record, The Daily Mirror and The Daily Express.

The online coverage was widespread across international news, lifestyle, motroing and entertainment sites such as: Guardian, Yahoo! News, Mashable, AOL UK Cars, Bild.de Fast Car and German Autoblog to name a few.

220 pieces of coverage (35 print, 180 online, 5 broadcast) with a value over over £1Million.