Created by Abbott Mead Vickers BBDO and built by Clear Channel, the installation is built from a stud-metal frame with dibond panels and printed vinyl sheets. The media was bought by Blue 449.
The ad is already in place in the first of two sites, in Newington Causeway, Elephant & Castle. On 4 June it will be moved to a site further south in Brixton Road, where it will stay for another two weeks.
Pete Fennell, head of advertising for Dixons Carphone, said: “As we’re encouraging fans to go big for the big games, we required an out-of-home execution which captures the excitement ahead of summer in an equally big and impactful way.
“Our goal with the sites is to stop people in their tracks in a highly creative way. I think the special build sites do just that and help to really set us apart this summer.”
The World Cup takes place from 14 June to 15 July in Russia. ITV and the BBC will each broadcast half of the matches in the tournament.