Despite being a local rather than a tournament sponsor of the Rugby World Cup, O2's film, made with creative agency VCCP, aims to build excitement for the event and enourage the public to get behind the England rugby team.
The film shows England Captain Chris Robshaw, Mike Brown and Courtney Lawes grow in size as they realise that the power of support can make them giants.
To reinforce its message, last month O2 rebranded all of its 377 stores across England with a rose taking the place of the 'O'. The company has also worked with Hope & Glory, M&C Saatchi Sport & Entertainment and Havas to promote the campaign.
Nicola Green, director of comms at O2, told PRWeek: "We are clear that we aren't an official sponsor of the tournament but a proud and long-standing sponsor of the England team. We are encouraging people to use the #WearTheRose hashtag through all our communications to try and build a movement. We believe this power of support will help give the England team the extra ten per cent to be the best they can be."
At a pre-screening of the film in London on Monday, Nina Bibby, marketing and consumer director O2, said: "We are trying to live this campaign. All our comms channels – be they social or virtual – are syncronised. Our rebrand is emblematic of our focus on dedicating ourselves to our customer and getting behind England."
The film airs today on O2’s YouTube channels. It will debut during the first episode of Gogglebox on Friday 11 September.