By Amy Houston, Senior Reporter

September 7, 2023 | 3 min read

The artwork was created by award-winning Canadian artist Vincent McIndoe.

As a sponsor of England Rudgy, O2 is celebrating the fans with a one-of-a-kind piece of artwork.

Titled ‘Wear la Rose’, the huge picture comes as England prepares to play some of the best teams in the Rugby World Cup in France.

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

The project was created in collaboration with agency VCCP London, alongside global content production studio, Girl&Bear and digital innovation company Bernadette.

Kimberley Gill, creative director at VCCP London, noted: ”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.”

The campaign will run across out-of-home (OOH activation, social, retail and online channels for the duration of England Rugby’s time in France. There’s also a dedicated social media filter that will enable fans to transform themselves into the painting’s style.

Dylan Hartley, former England Rugby captain, added: “Excitement is building, and it’s great to team up with O2 to launch their Wear la Rose campaign. With thousands of England fans traveling to France to watch the team, what better way to honor them by revealing this artwork that celebrates their passionate and dedicated support.”

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