Purity worked with long-term American agency partner, Inspira Marketing to deliver the Hole in the World for Interbrand and Microsoft to support the technology brands sponsorship of the 2013 British & Irish Lions tour to Australia. Microsoft wanted to connect fans in each continent so Interbrand created the concept behind the Hole in the World. Inspira worked with Purity to develop the designs and we then managed the production, venues and staff in both locations.

The Hole in the World sets in Melbourne and Cardiff replicated each other and fans were invited to speak to each other during the Lions series. Competitions also took place between the two sets of fans whilst former rugby stars Michael Lynagh and Martin Williams also joined in the fun. Rugby fans, the Manic Street Preachers, also performed an acoustic set in Melbourne watched by thousands of British & Irish Lions supporters.

Purity managed the activation in each location through its international network with the campaign which was subject to huge attention through online and social media.


  • Inspira Marketing
  • Interbrand


  • Microsoft


  • Hole in the World


  • Cardiff
  • Melbourne