O2 The Red Roses
The Breakthrough
The Red Roses were world number one, dominating international rugby.
Yet only 38% of fans could name a single player, with awareness lagging 16% behind the men's team.
Ahead of a home World Cup in 2025, we needed to make them unmissable.
What We Did
'England, Meet England'—the largest campaign in women's rugby history. Rejecting traditional sponsorship approaches, the integrated team acted as fellow fans who understood that the Red Roses needed to be introduced as personalities, not just players.
To kick off, we created cinematic, cast-style videos introducing each player on social. Then we made a bold play: hiring Britain's worst PR guru, Chabuddy G, as the team's hype man. It was deliberately entertaining, authentic, and impossible to ignore—putting the players and their personalities centre stage.
Finally, we renamed The O2 and The Rose 2 to mark them as World Champions.
The Breakthrough Result
50% felt more positive about O2
51% consideration uplift
54% of rugby fans can now name a Red Roses player
Gender awareness gap closed from 16% to just 1%
We didn't just raise awareness—we shifted a cultural conversation.
