of
Historical statues in nine cities across the UK were selected for the activation. Curb used holographic technology to project England Rugby shirts onto the stone characters under darkness.
The campaign, part of O2’s wider #WearTheRose sponsorship initiative, was designed to mobilise support for the England team ahead of its Six Nations game against Italy last Saturday (14 February). Eight teams simultaneously co-ordinated the stunt in Bath, Coventry, Gloucester, Exeter, Leicester, London, Twickenham, Manchester, Newcastle and Northampton.
Gareth Griffiths, head of sports sponsorship at O2, said: "We're calling on the entire country to get behind the England Rugby team. If you're going to watch England play, show the power of your support - get your England Rugby shirt on and Wear the Rose. Even the statues are doing it."
Chris Elrin, commercial innovation partner at Curb Media, added: "We wanted to deliver an iconic idea with O2 for England fans across the country and do something emotive that will really drive support for the team. This simple idea will no doubt stick in the heart and minds of millions of England rugby fans across the country."
More:
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by .