UK telecom operator O2 has been a partner of the English rugby team for more than 27 years. For the current Rugby World Cup, O2 and its agency VCCP created a campaign that was a real work of art. Quite literally. A painting featuring English team members and fans was commissioned from Canadian artist Vincent McIndoe. Executed in a very French Romantic style (think Delacroix) it was cheekily unveiled at the Louvre. As a social media follow up, a special filter allowed fans to post selfies in the same style. For the occasion, the team’s habitual slogan “Wear the Rose” was transformed into “Wear la Rose”. Not only that, but as O2 is one of the only major telecom operators to offer EU roaming as standard, fans visiting France didn’t have to pay extra fees. Who knows? Perhaps there’s a rosy future ahead for their team.