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. 


TitoloWear la Rose
Campagna Wear la Rose
Cliente O2
Marca O2

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About VCCP

VCCP is the challenger network for challenger brands. We are a global integrated communications agency, founded in 2002 on the principles of simplicity, collaboration and un-preciousness. We transform the fortunes of our clients by challenging and disrupting the categories they operate in.

Latest News

Domino’s - Tearing Loved Ones Apart Since 1985


Domino’s, the UK’s most loved pizza delivery company, unveils the next chapter of its ongoing Domin-oh-hoo-hoo campaign. Revealing a new 30” spot which reflects a brutally honest take on sharing, Tearing Loved Ones Apart Since 1985 was created in partnership with strategic creative agency, VCCP London.

The campaign film focuses on humorous and relatable moments as families and friends fight each other to be the first to get hold of a Domino’s delivery. With action slowed to 90 frames a second, each scene gains an almost-poetic pace, showcasing people’s expressions - little twitches, squinting eyes and moments of victory/defeat become larger, and more humorous.

Designed to generate fame for the brand, the campaign features an evolution of Domino’s famous Domin-oh-hoo-hoo sonic branding which is redefined as a swelling operatic soundtrack to the dramatic scenes of loved ones battling in slow motion, giving the whole film an over-the-top importance only Domino's pizza can demand.

Multi-award winning Director, Aaron Stoller elevates the humour in everyday situations and magnifies the humour in the concept, that humans are notoriously bad at sharing the things that they love, even with those they love the most - and because Domino’s is so good, it’s really good at tearing families apart.

Harry Dromey, Director of Marketing at Domino’s said: “To stay ahead of the competition, we need to invest in high impact creative. The key to which is having an interesting idea based on a strong consumer insight and brand proposition. Consumer testing has shown that we have brought this idea to life in a way that people enjoy. We can’t wait to share it with the wider world.”

David Masterman, Deputy Executive Creative Director at VCCP added: “Who really enjoys sharing? The joy of sharing is a lie, and deep down we don’t want to do it - when the doorbell rings we just want to grab that Domino’s box and keep it all to ourselves. Creating a film that ramps up the tension and drama of that moment with beautiful slow motion scenes capturing the victors and the vanquished - and to top it off, a mighty, over-the-top, operatic soundtrack where the only lyrics are ‘Domin-oh-hoo-hoo’. Lots of brands claim to bring families together, we thought we’d celebrate how we do the reverse.”

The campaign launches across TV, BVOD, Cinema, Audio (Radio), D/OOH Social and Digital in the UK and ROI until 12th November, media planning and buying was carried out by Havas Media. 

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