LONDON, UK – In an era where spontaneity is often throttled by roaming charges, O2 is making sure that your summer adventures can run wild and free. With the launch of the latest chapter in its Essential for Living campaign, the UK telecoms giant alongside creative partner VCCP is tapping into the core of travel: freedom.
Titled Roam free, breathe free, this new iteration reframes O2’s EU roaming offer not just as a tech feature, but as a passport to unfiltered human experience. Set against the cinematic warmth of a Greek countryside and narrated by the Sean Bean, the campaign dares us to unplug from worry and lean fully into adventure.
The film follows two older friends on a moped, cruising a sun-drenched road with nothing but a phone in a cradle to guide them. It’s charming and grounded in a visual metaphor that cuts deep: true freedom is being able to get lost without fear and that includes no signal drops and no unexpected bills.
VCCP’s global content creation studio Girl&Bear brought the campaign to life, working with directors thirtytwo and production company Anonymous Content, as well as post-production company Electric Theatre Collective. Digital experience agency Bernadette worked across the integrated campaign to bring digital, social and online elements to life.
A fully integrated campaign surrounds the film, including flyposter-inspired OOH that builds on the distinctive visual approach of the brand’s recent work, digital out-of-home in high-footfall airport locations, and print placements around key travel and lifestyle media.
The campaign launches in the UK today and will run across multiple channels including TV, video on demand, online video, OOH sites, including sites local to airports, press and social.
CREDITS
Campaign Title: Essential For Living
Client: O2
Director of Brand & Marketing: Rachel Swift
Marketing Director: Simon Valcarcel
Head of Campaigns: Richard Bown
Senior Campaign Manager: Kate Allen-Perry
Campaign Manager: Amrita Kandhola
Advertising Agency: VCCP
Executive Creative Director: David Masterman
Copywriter and Art Director: James Lucking-Pham & Oscar Gierup
Business Director: Alexandra Gluck
Account Director: Jos Kirby
Account Manager: Lily Hubbard
Planning Director: Jennifer Cownie
Girl&Bear:
Senior Agency Tv Producer: Ed Mueller
Senior Agency Creative Producer: Ali Power
Media:
Media Buying Agency: Manning Gottlieb
Media Planner: Lucy Mitchell, Bronte Snow, Shani Bejerano And Miranda Roberts
Production:
Production Company: Anonymous Content
Director: Thirtytwo
Executive Producer: Tor Fitzwilliams
Producer: George Saunders
Production Manager: Sam Linzell
DOP: David Foulkes
Edit: The Assembly Rooms
Editor: George Cragg
Edit Producer: Phoebe Armstrong-beaver
Post-production Company: Electric Theatre Collective
Head Of 2D / VFX Supervisor: Iain Murray – Post Producer: Oscar Wendt
Colourist: Simone Grattarola @ Time Based Arts
Audio Post-production Company: 750mph
Sound Engineer – Sam Ashwell
Audio Producer: Olivia Ray
Music Supervision: Finger Music
Music Supervisor: Christopher Phelps
Photographer: Samuel Hicks
Bernadette:
Creative Director / Head Of Motion & 3D: Jon Bancroft
Associate Project Director: Luke Dougherty
Digital Project Manager: Nayef (Nay) HassanMotion Designers: Filip Stanek, Martin Pavlica, Ivan Huri
