Magnificent 360-degree campaign of O2

O2 and its agency-of-record VCCP have unveiled a 360-degree campaign centred around life’s greatest moments. At the heart of the project across the UK is a hero ad titled ‘First Breath’, which captures a newborn baby’s first moments and imagines their future life. It’s 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. VCCP’s global content creation studio Girl&Bear worked with director Sam Pilling to bring the TV campaign to life. To coincide with the film, there are outdoor flyposters at landmark locations as well as social, influencer, cinema and retail activations across the nation.