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O2 Wear The Rose

Retail Activation, Experiential, Social

O2 are proud partners of England Rugby. The World Cup #WearTheRose campaign called on the nation to get behind the team, #WearTheRose and Make Them Giants through the power of support. As England’s biggest supporter we felt O2 needed to lead by example – to #WearTheRose. So we switched the 'O' of O2, to the rose – the first time they have allowed their logo to be changed in their history.


Every piece of retail communication during the World Cup, including the fascia of every O2 store, featured our ‘Rugby Football Union Rose 2’ logo. Store windows played host to the illustrated rugby giants from the animated
TV ad, stopping people in the streets and prompting selfies with giants. Several flagship stores featured epic oversized bespoke designs. Agency: VCCP


But we didn't stop there; we used the rose on the grandest of scales by helping the nation amplify their tweets through the biggest stage possible - the roof of the O2 Arena - giving them huge coverage, literally.

As England fans had their tweets beamed live on to the roof throughout the World Cup, a giant projection of the rose grew with their support. This was not only a world first, but a word record too with 68 projectors and over 144 moving headlight fixtures.

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