VCCP and O2 Find Out What's #NewNormal

VCCP London today unveiled the next creative step for O2, a campaign entitled, More for You. 

There're no dogs, no cats, instead, the revamped brand strategy makes use of the now accepted notion that mobile connectivity is like digital oxygen and that its customers would rather lose their wallet than their phone (though increasinly they are the same thing). 

More for You is based on the insight that in just 10 years, mobile phones have become fundamental to people’s lives, with smartphones now in the pockets of two thirds of UK adults.

The campaign launch sees a TV commercial directed by Academy's Si & Ad, which showcases the many and varied perks of being an O2 customer. As well as the TV spot, three short films have been created which use the hashtag #newnormal and debate issues around how phones are used today.

The films are helmed by BAFTA-winning director Stevan Riley through VCCP's in-house production arm VCCP Kin and were borne from the results of a study commissioned by O2 in order to understand just how much phone have become more than phones.

“Like many great campaigns, Be More Dog was ahead of the curve when it hit our screens back in 2013," says Nina Bibby, marketing and consumer director at O2. "It acted as a rallying cry, encouraging customers to be confident with the possibilities of new technology. Customers feel confident today and the time has come for the next chapter in the O2 brand narrative, by introducing More for You.

More information about #newnormal and the commissioned study can be found on this site.