When Toyota's ad agency was looking for experiential support for the auto company's sponsorship at Levi's Stadium in Santa Clara, a spontaneous suggestion from MC²'s creative team won the day. That's why there is now a gigantic 49ers football helmet just outside the entrance to the stadium.
The helmet is an incredibly accurate replica of the classic gold-white-and-red 49ers headgear. Standing 13-feet high and just as deep, it's big enough for fans to walk right inside through a gate in the face mask to see displays of team photos. Installed in late November 2014, it immediately became the go-to meeting spot for fans. “Meet you at the Helmet!” has become the latest cry.