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.