Art meets rugby: O2’s unique painting captures the heart of England fans

Telecom network O2, a long-standing sponsor and partner of England Rugby, is celebrating England fans and their support with a fan-focused campaign unveiled at Paris’ Louvre Museum. Telecom network O2, a long-standing sponsor of England Rugby, is celebrating England fans with a fan-focused campaign unveiled at Paris' Louvre Museum, depicted here

Developed in collaboration with O2’s UK agency of record, VCCP London, Girl&Bear and Bernadette, the ‘Wear la Rose’ campaign features a unique piece of art commissioned to represent fans’ role in rugby.

Using the ‘French Romanticism’ style, the painting – created by award-winning Canadian artist Vincent McIndoe – captures fans’ emotion and drama while supporting their team.

The artwork depicts a crowd of England players and fans of all ages, sporting O2-branded rugby shirts and flags, being led by an initial figure –  a fan with a young child on his shoulders.

The creative will run across out-of-home (OOH), digital-out-of-home (DOOH), social, retail and online channels throughout England Rugby’s time in France.

The campaign also features a social filter, created by Girl&Bear, which will allow fans to transform themselves into the painting’s style and recreate their England heroes.


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The piece of art comes as an iteration of the telecom network‘s established ‘Wear the Rose’ campaign, which is in its 28th year, making it one of the longest-running sports shirt sponsorships in the world.

“Our Wear la Rose campaign has England Rugby fans at its heart, championing their support and capturing what it means to be a fan,” said Virgin Media O2 director of brand and marketing, Simon Groves.

“Whether supporting the squad from home or cheering them on in France, we’ve got O2 customers covered with inclusive EU roaming and a range of Priority perks. As proud partners of England Rugby, we’re behind the team and Wear la Rose with pride.”

VCCP creative director, Kimberley Gill, added: “Across the channel, there will be drama, there will be sweat and tears. We wanted to create something to match the passion and emotion shared by fans and players.

“So, we put oil on canvas, and sailed this unique and visceral piece of art over the English Channel, to take its place on French soil.”


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