REF: MV-010 · O2 · VCCP

O2 RWC JAPAN 2019

PROJECT STRATEGY (see more here)

THE PROBLEM

O2 is the official sponsor of England Rugby, and with the 2019 Rugby World Cup hosted in Japan(8,000 miles and an 8-hour time difference) meant England fans faced early 6 AM kick-offs—leading to isolated home viewing, missed matches, and low campaign/sponsorship momentum.

THE TENSION

Rugby is built on collective euphoria, but watching games alone in the dark before work drains the communal magic of supporting your country.

THE INSIGHT

In Bushidō code, devoted individual warriors (Samurai) unified as one force when battle called.

BRAND ROLE

O2 brings us closer to what matters, together.

BE THEIR ARMOUR - WEAR THE ROSE

A rally cry for fans to set their alarms, gather, and Wear The Rose to inspire the nation to vitory.

THE WORK