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O2 and the Rugby Football Union have launched an advertising push to encourage fans of the sport to play touch rugby. The digital work, created by VCCP, includes a minute-long online film. It features a touch rugby team called The Untouchables – a mix of male and female athletes including leading free runners, a choreographer to pop stars including Rihanna and Dizzee Rascal, and a former Leicester Tigers player. The campaign was created by Neil Shanlin and Katie Welch-Cook, and directed by Fisher Magee through Skin Flicks. Post-production was by Finish, with audio post-production by 750mph.