Watch: Behind the making of O2's 'wear the rose' ad for England Rugby

This week O2 launched its first animated campaign for England Rugby ahead of the World Cup, which begins on 18 September.

Nina Bibby, the marketing and consumer director at O2 UK, said the company decided to create an animation to make the campaign more inclusive.

She said: "We wanted to ensure that we could really reach as many people as possible, not just core rugby fans."

VCCP, the agency behind the work, met with Stuart Lancaster, the head coach of the English national rugby union team, before developing the ad.

Charles Vallance, the founder and chairman of VCCP, said: "We were briefed by Stuart Lancaster and his elite performance team to produce, in many ways, a recruitment campaign to recruit the whole nation to support the England Rugby team."

The spot debuts on TV tonight (11 September) during an episode of Channel 4’s Gogglebox. It will be backed by print, outdoor and digital executions.