Event TV: O2 devises rugby-themed avatar creator

Telecommunications provider O2 has unveiled its first-ever animation and accompanying avatar creator.

Rugby fans will be able to create their own avatar for use across social media
Rugby fans will be able to create their own avatar for use across social media

The two-minute animation, which forms part of the company’s ongoing rugby-focused Wear The Rose campaign, sees the England rugby team physically grow in size through the power of support. 

Key members of the team, including captain Chris Robshaw, Mike Brown and Courtney Lawes are documented as they grow into friendly giants. 

The company has devised an avatar creator in line with the animation, enabling members of the public to emulate their favourite players.

They will be able to choose from a range of different hair styles, face shapes and facial features to create a unique animated character via the O2's Wear the Rose website.

The avatar will be available for use across individuals' social media profiles as a mark of support for the England team. 

Nina Bibby, marketing and consumer director at O2 said: "Our film shows that whoever and wherever you are, the power of support can make a huge difference. We want to inspire the nation to help make the England Rugby team feel like giants and what better way to do that than through an emotive and patriotic animation that can appeal to everyone, from children to parents and grandparents. 

"So whether you are watching at home, in a pub or in a stadium, we’re calling on everyone to Wear the Rose and get behind the team."

The animated film first aired at 8am today (9 September) on O2’s YouTube channels via a ‘flock to unlock’ Twitter campaign. It will debut on television during the first episode of Gogglebox on Friday (11 September).

The animation in numbers:

  • Took more than 12 months to produce.
  • Is comprised of over 6,500 hand-drawn and hand-coloured character frames.
  • Features 74 hand-painted backgrounds.
  • Is the work of 30 animators.
  • Lead animator Dominic Carola devoted 18,420 hours to the film.

O2 is set to host its Wear The Rose Live concert with Take That at The O2 this evening (9 September). It also recently launched a GuyFi service to ensure British beach-goers had adequatevwi-fi access.

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