LONDON, UK – In a world where connections are more vital than ever, O2, in collaboration with VCCP, is set to breathe new life into its brand with the launch of its latest platform: Essential for Living. Channeling the essence of human experience, the campaign positions O2 not just as a network provider but as a bridge to life’s most unforgettable moments.
Revisiting its founding message from 2002, O2’s new platform is all about rekindling real-world connections, celebrating the spontaneous joys of life, and putting the customer at the heart of extraordinary experiences. The campaign is a call to action: to live, connect, and experience life to the fullest – with O2 as an essential partner.
Bringing this vision to life is the hero film First Breath, directed by Sam Pilling and narrated by the iconic Sean Bean. The cinematic masterpiece captures the magic of a newborn’s first moments, juxtaposed with the limitless experiences awaiting them. It’s not just a film; it’s a celebration of life itself – reminding us that O2’s role goes beyond connectivity. It’s about being essential for living.
The new brand platform strategically positions O2 apart from other telecommunication companies in an increasingly price-driven mobile sector. It highlights how O2’s technology powers not just connections, but unforgettable experiences that make life more exciting and rewarding.
Rachel Swift, Director of Brand and Marketing at Virgin Media O2 said: “O2 has always been about more than just connectivity – it’s about being there for the moments that matter most in life. ‘Essential for Living’ reflects the role O2 plays in enabling unforgettable experiences, from the enjoyment of a concert or the joy of travel… celebrating all the good things in life, made better by O2.”
David Masterman, Deputy ECD at VCCP added: “Have you ever wondered why O2 is called O2? It’s because, like oxygen, it’s essential to our lives. Initially, it was about staying connected with those we love. Now, it’s how we unlock a Lime bike, catch a gig, or grab a burger afterwards. O2 is the means that lets us navigate our lives – our sat nav, our diaries, our photo albums. It enables those experiences that make life richer. This new platform is a celebration of what the O2 name stands for and the role it plays in giving us the freedom to live life to the fullest.”
Production on the integrated campaign was managed by VCCP’s content creation studio Girl&Bear and digital experience agency Bernadette. Media planning and buying has been driven by MG OMD.
First Breath launches today across TV, BVOD, AVOD, social, in cinemas and online. The wider integrated campaign will run across formats such as flypostered OOH.
CAMPAIGN CREDITS
Campaign Title: Essential For Living
Client: O2
Director of Brand & Marketing: Rachel Swift
Marketing Director: Simon Valcarcel
Head of Campaigns: Johnny Winn
Senior Campaign Managers: Ella Hassall & Ben Jobson
Campaign Manager: Amy Allen
ADVERTISING AGENCY: VCCP
Chief Creative Officers: Jonathan Parker & Chris Birch
Deputy Executive Creative Director: David Masterman
Art Director & Copywriter: James Lucking-Pham & Filipe Birck
Senior Agency TV Producer: Ed Mueller (Girl&Bear)
Managing Partner: Olivia Packshaw
Business Director: Alistair Nichols
Senior Account Director: Oliver Humphries
Senior Account Manager: Connor Fairfield
Chief Strategy Officer: Clare Hutchinson
Planning Director: Alex Horner
HERO FILM
Production Company: Magna Studios
Director: Sam Pilling
Executive Producer: James Sorton
Producer: John Bannister
Production Manager: Rachael Donson
DOP: Ben Fordesman
Edit: Tenthree
Editor: Ellie Johnson
Edit Producer: Clel Allen
Post Production Company: Stray London
Creative Director: Carl Norton
DD Lead: Daniel Adams
Compositor: Doruk Saglam
Digital Matte Painter: Lino Khay
Producer: Ellie Georgiou
Executive Producer: Misha Stanford-Harris
Colour: Company 3
Colourist: Jean-Clement Soret
Producer: Chris Anthony
AUDIO POST-PRODUCTION: 750MPH
Sound Design & Mix: Sam Ashwell
Audio Producer: Olivia Ray
Music Supervision: Finger Music
Music Supervisor: Chris Phelps
INTEGRATED CAMPAIGN
Post Production: Girl&Bear
Agency Creative Producer: Charlotte McCluskey
Digital Creative Producer: Nay Hassan
Post Producer: Natasha Allmond
Broadcast Affairs Manager: Katie Singer
Digital Agency: Bernadette
Digital Creative Director, Head of Motion & 3D: Jon Bancroft
Tech Lead: Nathaniel Hulley
Digital Business Director: Helena Chaplin
Digital Project Directors: Ravi Patel & Luke Dougherty
Digital Project Manager: Nayef (Nay) Hassan
Motion Designers: Martin Pavlica, Filip Stanek, Simon Bostock, Nik Karpov, Linas Jovaisas, Claire Ashfield, Ivan Huri & Andy Potts
Senior Developer: Mike Beckman
Media Buying Agency: Manning Gottlieb OMD
Business Director: Hollie Hambilton
Planning Director: Will Maclure
Strategy Director: Gareth White
Account Director: Mikhail Vallance
Digital Account Director: Miranda Roberts
