We’re continuing our monthly blog series of campaigns that we loved outside of Midas. In September, long-standing sponsor and partner of England Rugby, O2, unveiled its new fan-focused campaign, Wear la Rose, which celebrated England fans and their support for the squad as they compete at the 2023 Rugby World Cup in France.
Created in collaboration with agency VCCP London, alongside global content production studio, Girl&Bear and digital innovation company Bernadette, the campaign centres around a one-of-a-kind piece of art commissioned to immortalise the role that fans play in rugby, which was unveiled at the iconic Louvre Museum in Paris.
The artwork, which features real England fans and O2 customers, was created by award-winning Canadian artist Vincent McIndoe, inspired by the host nation, it uses the ‘French Romanticism’ style which captures the emotion and drama fans go through while supporting their team. This unusual meeting of fine art and rugby might seem a little peculiar at first glance, but it’s definitely a fun and wholesome way to celebrate the fighting spirit of sports fans.
Former England captain Dylan Hartley was seen unveiling the painting at the Louvre ahead of it travelling to other Paris landmarks and locations such as the Arc de Triomphe and along the Seine.
O2 customers travelling to France will be able to enjoy free roaming, while those following the team from back home, or those wanting to get even closer to the team as they progress, can tune in to special episodes of O2 Inside Line, providing unprecedented access to the players and the latest updates from the camp.
England Rugby fans with O2 can also enjoy a host of perks and offers thanks to Priority, including 30% off England Rugby Shirts and other Umbro merchandise, competitions to win signed shirts, and also the chance to win a trip to France.
The campaign will run across D/OOH, Social, Retail and Online channels for the duration of England Rugby’s time in France. The campaign also features a social filter, created by Girl&Bear, which will enable fans to transform themselves in the painting’s style and emulate their England heroes. All media was planned by MG OMD, including a partnership with RugbyJOE which will amplify Wear la Rose through a social content series.