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O2 England Rugby

O2 England Rugby advert showing red rose and 'Never Surrender' campaign headline

Media: Outdoor, online, press, radio, video, experiential, live events
Role: CW, AD, CD​

England went into the Rugby World Cup as defending champions. They were the holders. But they were't expected to hold on for long.
 
We had faith though. We believed they wouldn't let go without a fight.
​
And so did they.
 
With the whole country behind them, they battled
all the way. Right up to final whistle of the
World Cup Final.
​
England Never Surrendered.

O2 advert for England Rugby featuring England flag made from red roses
O2 England Rugby advert showing red rose and headline for match versus Australia
O2 England Rugby advert showing rugby player holding frog
O2 England Rugby advert showing red rose and headline for match versus France

As the team powered its way through the tournament, the Official O2 England Fans' Bus powered its way round England and France – playing host to rugby legends, celebrities, Capital FM's breakfast show and thousands of messages of support.

O2 Official England Rugby Fans' bus in front of Eiffel Tower

Rugby fever swept the nation. England fans wanted the POS posters from O2 shop windows. The die-hard amongst them, even had ads tattooed to themselves – permanently.

 

​Shot by Campaign's 'Photographer of the Year', Jim Fiscus, the work beat the likes of Nike and Adidas to win 'Sponsorship Campaign of the Year' at the Sports Industry Awards.

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England Rugby fan posing by advert for O2 Scrum in the Park featuring read rose
Fan's permanent tattoo of O2 England Rugby advert showing fist clenching rose with Never Surrender campaign headline
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