Our favourite projects include fans, innovation and content creation that delivers business benefit which is why last week's rapid-reaction trial to create a rugby version of television's Gogglebox format was right up our street.
The beauty of the format is the chance to see tv-watchers' mood change during a programme, or, in this case, a game, and the results make fascinating viewing.
Working with the Rose Army, the band of superfans we've developed for O2, 7L live streamed the celebrations from eight sofas around the country, collecting over 16hours worth (100Gb+) of remote video footage.
In doing so, 7L's video team were able to isolate and package up the fans' reactions to the moment England's Anthony Watson scored the only England try of the game.
The content enabled O2 to fulfil their ambition to reflect the mood of England and its rugby fans in near-real time.
Live streaming from the cameras allowed 7L to trial the content format without the need to send camera crews to each house, or requiring the fans to upload Gbs of video from their home computers.
The above allowed for a very swift turnaround for a piece of content that remained in #WearTheRose's top tweets for 48hours and a very efficient cost / benefit ratio when compared to traditional filming.
We're looking forward to the final weekend of the RBS 6 Nations, and wish the England Team and O2 the best of luck in Paris!