There’s a big rugby contest kicking off this weekend. We can’t say its name, because O2 isn’t an official sponsor of the tournament but as the long-standing England Rugby sponsor O2 wanted to mark the occasion.
They’ve done so by creating a piece of artwork in “French Romanticism” style which captures the emotion and drama fans go through while supporting their team, showcasing real England fans.
An artwork launch was orchestrated in front of the Louvre museum – featuring the epically large 1.5m wide artwork in a gold frame – ahead of it travelling to other Paris landmarks, and we arranged for ex-England Rugby captain Dylan Hartley to be on hand for the official unveil.
Some guerilla-style photography and video capture later, we took the story to media alongside the internal Virgin Media O2 team, pitching in the assets and interview time with Dylan.
The coverage came flying in, including Picture of the Day for Guardian Print and online, write-ups in the Independent (twice), Mirror (twice) and a raft of regional and trade onlines securing 155 pieces, and counting, in just 24 hours.
Swing Louvre, Sweet Chariot.
