The tenth Rugby World Cup 2023 is around the corner, making England Rugby fans more passionate than ever. Following this, O2, a leading digital communications company in the UK, unveiled the “Wear la Rose” artwork outside the Louvre Museum in Paris.

Wear la Rose is an iconic art piece inspired by The French Romanticism style, created by award-winning Canadian artist Vincent McIndoe. Created in collaboration with O2, the art depicts England fans holding flags and wearing white t-shirts with ‘O2’ on them. Hence, the painting reveals the true spirit of England Rugby fans.

Moreover, England’s former captain, Dylan Hartley, unveiled the painting outside the famous museum. The O2 team later escorted the emblem of patriotism for England fans to various significant French landmarks.

The creative campaign integrates the teamwork of VCCP London, a UK communications agency; Girl&Bear, a global content production studio; and Bernadette, a digital innovation company.

Rugby World Cup 2023
Former England captain Dylan Hartley with the Wear la Rose painting Image Source O2

O2 Celebrates Long-Standing Partnership With Rugby World Cup 2023

This iteration of O2’s latest campaign, featuring a 3m by 1.5m Wear La Rose painting, celebrates its 28-year-long association with England Rugby. Similarly, O2 celebrates fans travelling to France for the rugby tournament this year.

Simon Groves, the 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.”

Thus, the fan-focused O2 campaign offers significant perks for England Rugby fans. Whether you’re travelling to France or catching the tournament at home, get the latest updates by tuning into the O2 Inside Line.

O2 customers can also enjoy free roaming with an exclusive EU roaming offer of up to 25GB. Moreover, the various perks include a 30% discount on England Rugby shirts, a chance to win a signed T-shirt, and the possibility of winning a trip to France.

Several social media platforms, OOH, retail, and online mediums will host the patriotic campaign. Additionally, the brand created a social filter to generate a painting depicting England heroes.

Across the drama of sweat and tears, fans can relate to the passion and emotions of this campaign. There’s no better way to portray the pride of England Rugby than sailing this unique piece of art through French soil ahead of the Rugby World Cup 2023.

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