Agency: VCCP

Creative directors: Darren Bailes / Steve Vranakis

Other creatives: Harv Baines / Nik Stewart / Stefan Roy

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O2 England rugby team. New Zealand World Cup

  

#ShearforEngland

 

O2 wanted to show their support for the England rugby team over at the Rugby World Cup in New Zealand.

  

I created a knitted England shirt on a massive scale.

Supporters added the hash tag #ShearForEngland to their rugby tweets. The more that were received, the more sheep that got sheared, creating the giant woolen rugby shirt. Video content was created with the making of the shirt as well as England players learning how to shear, which added to the excitement. We then revealed the secret location (Auckland) where the giant rugby shirt was unveiled.