Description
O2 and its global creative agency of record VCCP unveil a new brand platform and positioning, centred around connecting customers with life’s most exciting moments and reinforcing the brand as ‘Essential For Living’.
The new brand platform revisits the brand’s founding message from 2002, positioning it as an enabler of life’s greatest moments. It emphasises the excitement and rewards that O2 offers, with a renewed focus on emotional, real-world connections and putting customers back at the heart of unforgettable experiences.
‘Essential For Living’ launches alongside an integrated campaign created by VCCP, O2’s creative agency of record since its foundation. The 360 campaign centres on a 60-second film called ‘First Breath’, capturing a newborn baby’s first moments and imagining their future life. It is narrated by Sean Bean, the voice of O2’s campaigns since the brand’s launch 23 years ago, who introduces the child to the wealth of human emotions and experiences they are yet to encounter.
This professional campaign titled 'Essential for Living' was published in United Kingdom in March, 2025. It was created for the brand: O2, by ad agencies: Bernadette, Girl&Bear, and VCCP. This 360°, Film, and Integrated media campaign is related to the Electronic Devices, Electronics, Technology, and Public Utility industries and contains 5 media assets. It was submitted about 1 month ago.
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
2D 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
