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From Brick Lane to #8bitlane

To bring the new Disney film ‘Wreck-It Ralph’ to life, Disney transformed the infamous East London street Brick Lane, into 8 Bit Lane.

Ayden Hynes created various props for the stunt, such as a taxi, CCTV camera, a leaking water pipe, plants, trees, and even an 8-bit dog!

Those who visited the area where able to use augmented reality app Blippar against the playable come to life building, where you could play fix it felix.

Online website 8bitlane.co.uk has been set up to get people to find hidden items around the lane using a google street map style navigation – you can also watch the trailer and share the site through social media plug-ins.

It seems to have gone down pretty well, as people do actually seem to be tweeting photos and stuff about it under their own steam, using the hashtag #8bitlane – a great stunt for a Blu-Ray release!

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Inderdeep Gill is an Account Executive at Houston PR. He's previously been a Strategist/Planner at Creative Orchestra and DLKW Lowe, and an Intern at Frank PR and Freud's. An avid Lakers fan with a huge love for music, born and raised in Essex where he still lives - because it's the only way! Right?