O2 urges fans to make giants of the England Rugby team for World Cup campaign

O2 is releasing a rousing animated film urging people to get behind the England rugby team ahead of the World Cup, which begins later this month.

O2 urges fans to make giants of the England Rugby team for World Cup campaign
O2 urges fans to make giants of the England Rugby team for World Cup campaign

VCCP was behind the campaign, which is called "make them giants", and used Blinkink – the production company that made "the bear and the hare" Christmas ad for John Lewis – for the animation.

The campaign’s premise is that fans’ support can make England’s rugby players feel like giants. The animated spot shows England Captain Chris Robshaw, Mike Brown and Courtney Lawes on their way to Twickenham stadium, growing in stature as the country gets behind them, until the players are the size of buildings and their opponents are terrified to face them.

At a press screening of the ad on 7 September Nina Bibby, O2's marketing and consumer director, and Michael Sugden, VCCP's chief executive, said they chose to animate the players to engage people that were not hard-core rugby fans and England supporters.

The ad will run online from 8am on 9 September, on O2's YouTube channels, and will first air on TV on 11 September, during an episode of Channel 4’s Gogglebox. The film will be backed by print, outdoor and digital executions, including a platform where people can create their own England Rugby avatar, to use on their social media channels.

In August, O2 rebranded all its stores to incorporate the England rose into its shop fronts. In July the telecoms brand also relased an ad that showed England rugby stars being carried on the shoulders of Take That.

This article first appeared on Campaignlive.co.uk.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.

Just published

More