O2 launch England Rugby 'Be Their Armour' campaign

18 Sep 2019

By: Sport Industry Group

O2 has unveiled its new England Rugby ad campaign entitled ‘Be Their Armour’, featuring England captain Owen Farrell alongside teammates Maro Itoje, Jonny May and Courtney Lawes.

The spot will be screened for the first time on TV on Sunday 22nd September, when England kick off their Rugby World Cup 2019 campaign against Tonga in Japan that morning.

The campaign is meant to be a rallying call to the nation to get behind the team, but it also builds on previous campaigns that O2 has undertaken as a sponsor of the England Rugby team and will include the #WearTheRose strapline, which has been in effect since 2014 and will see a second World Cup.

Speaking to Sport Industry Group, Gareth Griffiths, Head of Sponsorship, O2, said: “We always evaluate our ‘call to arms’ and it’s quite rare for us to stick with something as long as this. We’re a fast-moving business and telecoms, our industry, is very fast-paced, but Wear The Rose has become so powerful as a call to arms it cuts straight through and it just continues to work.” 

“We look at it every time and ask ‘is it still working?’ but you only have to look at the hashtag – people are using it, and it’s not just a paid-for mechanic on social media to reach people – the organic use of #WearTheRose is huge and it keeps getting bigger and bigger.”

The 90-second film was created over a period of eight months and was directed by renowned director Sam Brown. 

Read the rest of the interview with Gareth Griffiths HERE.