O2: The ultimate test of character - How strategy shaped a robot who could do it all

O2, a telecommunications services provider, devised a creative strategy to make the brand seen again at a time when its service had never been more vital to our lives.

Campaign details

Brand: O2 Agency: VCCP London

Executive summary

This is a story about when, how and why brand characters work.

Something that once planning got their teeth into, transformed how people see O2.

In the year where life was devoid of joy, O2 were left devoid of many of their key strengths. There were two options.

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