The Brief

The O2 client charged us with delivering a brand fame moment to raise awareness for the venue and drive cultural relevancy. Honing in on Madonna’s hotly anticipated six-date ‘Celebration Tour’ residency at the end of 2023, we delivered a stunt that caught the imagination of showbiz and news journalists, and Madonna fans, across the globe. And it was achingly simple…

The Big Idea

Madonna is the undisputed Queen of Pop. She was in residence at The O2. And what happens when The Monarch’s in residence at a royal household? The Royal Standard flag flies high to signify they’re in the building.

So, we made a very special, very big, bespoke ‘Madonna Royal Standard’ for The Queen of Pop.

Created in close collaboration with Madonna’s inner circle, and made by the flagmakers for the Royal Family, it flew high above The O2 every time she played the venue.