RUGBY+O2__#WEARTHEROSE
Rugby nut, rugger-bugger, rugger-head. Whatever you want to call it, I’m one. Perhaps that’s what convinced the brilliant Braz ECD, Ronaldo Tavares, at M&C Saatchi Sports & Entertainment, London to use my passion for the game to give visibility to England’s women’s rugby team, the Roses. The brief was simple: Get more eyeballs on them. These brave warriors were tired of being paid peanuts and not getting the attention or attendance they deserved.
My idea was simple: #RosesHaveBalls. Agency loved it, O2 said, ‘No way’. So we did a fun, edgy, national #WearTheRose print, OLV, manifesto, social, digital, activations, experiential, campaign. The campaign increased national attendance by 19% and today the Roses have got better salaries and contracts for the World Cup in 2025.
TOGETHER LAUNCH FILM
An interactive film to get our audience to know more about these women making history.
SOCIAL MEDIA — TOGETHER FILTERS AND TOGETHER LOOK
We create interactive filters for people to input their actions and share support across social channels. All of these rallying the support the team truly deserve.
DIGITAL TREND — TOGETHER STICKERS AND MEMES
We flood the internet with GIFs, memes, illustration and other content about the Roses. Partnering with GIPHY, we create cool unique rugby stickers with the Roses’s faces, icons and hail the hero players to commemorate every glorious moment. So we make Women’s Rugby part of culture and history like pop culture does all the time.
TOGETHER FOR HER
To show the right kind of support for the Women’s Rugby Team, during the men’s game, the O2 logo on their jerseys will be replaced with our ‘ToGetHer’ message.
MANIFESTO__BRUTIFUL
Come all you fearless warriors
united to face the challenges.
Shoulder to shoulder,
Battling together against all odds.
When you get knocked into the next dimension,
Shoulders, wrap left with legs, crush,
out comes the beautiful beast.
Interweaved in a heaving scru,
feel our wrath in every tackle
mathing the sheer exertion of the other,
if they fall, we fall.
Bruised, bloodied and confused,
to bulldoze the opponent to support the runner.
The speed, the skill, the flair with quick hands and mesmerising passes.
It’s not just our power,
it’s immense willpower
to win this small battle in the greater war.
So stand and salute what is not just
a beautiful moment in sport …
but a brutiful moment to watch.
Roses are brutiful to watch
