- Last night, EE and Havas Play UK unveiled a holographic red‑carpet experience that gave film fans unprecedented, real-time access to the EE BAFTA Film Awards.
- The activation beamed fans live from EE’s Bath store directly onto the red carpet at London’s Royal Festival Hall, showcasing the power of EE’s next‑generation 5G+ network and how it can bring major cultural moments to audiences across the country.
Showcasing cutting-edge HD holographic and 5G+ technology, fans appeared as life-size projections at the heart of the BAFTA action, interacting with talent, capturing photos, and conducting virtual interviews with red carpet hosts Jamie Laing and Sophie Habboo. Despite being 116 miles away in Bath, fans were able to view themselves on screen alongside the stars, creating a moment of genuine red‑carpet immersion.
Havas Play selected Bath for the activation following EE’s recent study, which identified the city as home to a vibrant community of cinephiles with more streams per person than anywhere else in the UK. Combined with its world-class 5G+ infrastructure, it provided the ideal setting to showcase how EE connects audiences to culture in real time.
The activation forms part of EE and Havas Play’s ongoing work to make the BAFTAs more inclusive and accessible. Just last month, Havas Play and Edelman delivered the announcement of the 2026 EE Rising Star Award nominees at The Savoy, celebrating 21 years of the award and introducing a world‑first public film award vote via WhatsApp.
This sits alongside Havas Play’s ongoing support of EE’s Set the Stage programme, launched last year to give 16 young people hands‑on experience in the film industry and open doors for the next generation of filmmakers.
Kelly Engstrom, Brand & Marketing Communications Director – EE and Plusnet: “Last night marked our twenty-ninth year as lead partner of the BAFTAs, and our commitment, as the UK’s best network, has always been to use technology to open British film culture up to more people. By bringing film lovers from Bath onto the red carpet, this holographic experience demonstrated the power of EE’s 5G+ network and how it enables its customers to get the most reliable connection in busy, demanding places, so they can experience the moments that matter to them the most.
“It’s this kind of innovation that defines our partnership with the BAFTAs and Havas Play, and continues to push the boundaries of what audiences can experience.”
Tom D’Arcy, Managing Partner, Havas Play UK: “Last night’s holographic red-carpet pushed immersive experiences into completely new territory. This activation captures exactly what we’re passionate about – creating moments where fans don’t just watch culture, they step into it. We’re proud to continue working with EE to break new ground together, creating remarkable moments for EE, the BAFTAs and its fans across the country.”
-ENDS-
