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Howzat for a makeover with iron determination.

Communications agency Seal gave the Iron Man a sporting makeover to welcome the third test of the Ashes to Birmingham.

Challenged by client Marketing Birmingham to promote the cricket tournament at Edgbaston, Seal worked with the Birmingham REP to dress Antony Gormley's Iron Man in the city's Victoria Square.

The iconic iron statue, which was a gift to the city from Trustee Savings Bank in 1993, was clad with pads and scarf in readiness for the test, along with a 6ft cricket bat and 5ft diameter hat.

Seal's creative director, Phil Birchall, said: "Birmingham plays host to so many significant dates in the sporting calendar and leveraging these high-profile events in this way promotes the city as a world-class destination.

"The Iron Man is an iconic statue in Birmingham and, in his new kit he is truly ready to welcome cricket fans to the city.

"Finding someone to make a 6ft cricket bat was a real challenge, never mind a giant boater hat."

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Seal creative director Phil Birchall with the Iron Man after his cricket makeover
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Publication:The Birmingham Post (England)
Date:Aug 3, 2009
Words:178
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