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England rugby team shear sheep with O2 in New Zealand

Client: O2

Agency: VCCP

O2 and VCCP have teamed up with the England rugby team in the latest campaign to encourage fan support on twitter.

The campaign, named Shear for England and launched September 26, sees the sport stars - James Haskell, Chris Ashton, Richard Wigglesworth, Simon Shaw and Mark Cueto - taught how to professionally shear sheep in New Zealand.

Supporters add the hash tag #ShearForEngland to their rugby tweets. The more received and the more sheep get sheared, eventually culminating in a giant woolen rugby shirt.

O2 will reveal the secret location where the giant rugby shirt is unveiled.

Cueto said: “A lot of the lads are on twitter as it’s a great way to interact with fans. “Shear for England is another way of showing how much fantastic support we’re getting from fans here in New Zealand and everyone back home in the UK."

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