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Milestone Group to enable England footie fans to show their app-reciation

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Milestone Group’s (LON:MSG) association with association football is continuing, with the digital media firm set to work on the launch of the England team’s new kit.

Milestone said its wholly owned subsidiary, Oil Productions Limited T/A Relative (Relative), has been commissioned by creative consultancy group Hotel Creative (HCL) to work on the launch of the kit that will be used by the England team during the FIFA World Cup this year in Brazil.

Relative has developed an app that allows fans of England and Nike, the sportswear company that has the England franchise, to join in and express their support of the team. By creating their own "Supporter Selfie", they can be added to the video wall in Nike's Specialist Boxpark store in Shoreditch, alongside stars and other fans.

This is the first digital brand expression that Relative has created for HCL, with several more in the planning stage.

The footie gig comes a little while after Relative co-hosted a 'mixer' night with Here East at the SxSW festival in Austin, Texas in March 2014 as part of the Hackney House Programme. Relative created two unique digital art installations that reacted to the crowd movement and tracked the performers on stage to generate art in real time.

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