O2: Make Them Giants

O2 has unveiled its epic animated film encouraging English rugby fans to get behind the national team ahead of next week's Rugby World Cup in the UK.

The stunning two-minute piece is based on the idea of making our national heroes giants by wearing the English rugby rose and showing support to help them walk tall and play strong at Twickenham and beyond. 

Created by agency VCCP and directed by Blinkink's Elliot Dear (of John Lewis Bear and the Hare fame) the animation has taken months to complete and is the centrepiece of a nationwide campaign that has already seen the company rebrand its stores to Rose2 for the duration of the tournament.

Subscribers to shots can read more about the concept and production process of the film from VCCP's Darren Bailes in this interview with the ECD. To hear from O2's Nina Bibby about the wider campaign click here.