London agency Mc&T co-ordinated an immersive stunt on London's Brick Lane with escaping convicts, getaway drivers, a Roman legion and old-school gangsters illustrating how it feels to be free from the restrictions of mobile phone contracts.

The stunt was executed for giffgaff, the no-contract mobile network provider, which retained Mc&T earlier this year after the firms previously worked together on a project basis.

It was designed to highlight the message of a recent TV advert by giffgaff, including references to classic movies, emphasising the 'freedom' concept. The stunt grabbed the attention of passers-by with an interactive billboard, providing the backdrop to actors staging a jailbreak, old school gangsters releasing a hostage from their car boot, and a Roman legion carrying the participant away,  emphasising the concept of 'freedom'.

The stunt was in conjunction with a marketing campaign and a new TV advert packed full of movie references, including the Kirk Douglas film 'Spartacus'- all relating to the freedom GiffGaff provides, and supported with the hashtag #IamGiffGaff.