Sound familiar? Diary couldn't fail to spot similarities with Nationwide Building Society's promotional effort in the run-up to Euro 2000, when Leeds-based Ptarmigan PR produced the world's largest football shirt, which was likewise hauled round the country on a month-long roadshow.
An O2 spokesman said the firm wanted to 'share the credit' with retained consumer agency Jackie Cooper PR.
'There's nothing like a good idea that works,' he added, when asked whether an appreciative nod towards Ptarmigan was in order.
Ptarmigan MD Gordon Forbes, who remembers having to wash their shirt mid-way through in an industrial-sized washer, has some kindly words for the mobile phone company: 'I hope they have better luck washing their shirt than we did. We needed a warehouse to dry it in, too.'