VCCP on Revitalising O2’s Brand Identity and Transforming It into a Portal of Possibility

For over two decades, O2 has been more than just a mobile network – it has been a gateway to life’s most unforgettable moments. Now, with its latest brand platform, 'Essential for Living', the telecom giant is doubling down on this ethos, reminding customers that O2 isn’t just about connectivity – it’s about experiences.

In collaboration with its long-standing creative agency VCCP, O2 – the agency’s founding client – has unveiled a bold new campaign that repositions the brand for the future. At the heart of this transformation is a refreshed visual identity, moving beyond its iconic blue bubbles and waving goodbye to beloved robot mascot Bubl to embrace the meaning behind O2 and present the brand as a portal for possibility. The campaign, anchored by the emotionally charged film 'First Breath', brings this vision to life – capturing the very essence of human experience, narrated by the unmistakable voice of Sean Bean.

To dive deeper into the thinking behind this shift, Olivia Atkins sat down with Rachel Swift, director of brand and marketing at Virgin Media O2, and David Masterman, deputy executive creative director at VCCP. They share the journey of evolving O2’s identity, the creative and strategic choices that shaped the campaign, and how the new ‘Essential for Living’ tagline sets the stage for O2’s future.

LBB> Rachel, what sparked the decision to evolve O2’s branding and move away from the ‘bubble’ identity – and Bubl the robot?

Rachel> We needed to set ourselves up for future success. The previous platform and Bubl worked well for a specific moment in time, but it no longer fit where we needed to go. The market is more competitive than ever, particularly in terms of pricing. If we want to maintain a premium brand and offer top-tier products and services, we have to go beyond what others are doing. And as much as the little blue robot, Bubl, had his place, more recently, he became a background character rather than a true brand driver. If we want to connect with people, we need to be close to them, to create a sense of intimacy. That’s why we refocused on the meaning and the ‘O’ in our namesake – it’s a window into our brand. It’s a more modern and progressive take that reflects how we see O2 today, bringing everything together, from our services to rugby to roaming. It just makes sense.

LBB> That sounds like a huge shift. How did the agency approach bringing this to life?

David> We really wanted to double down on O2’s core identity. The circles became a central theme – not just visually, but in what they represent. They’re everywhere in our brand, from our music venues to our rugby sponsorships to the life experiences we enable. And the fresh creative approach allowed us to make these elements feel new and exciting.

We’ve developed some really engaging social GIFs, which help bring this identity to life in a fun and adaptable way. The beauty of the ‘O’ is that it naturally exists in the world – we don’t have to force it. That’s what makes this new direction so strong; it’s a reinforcement of what O2 has always been about, but presented in a more contemporary and engaging way.

LBB> How did you decide which moments to highlight in the campaign?

David> We focused on the moments that matter. Take going to a gig – you get there on the Tube with O2 Priority, enjoy the show, take photos, and grab a burger afterward. These are the small but meaningful experiences we enable.

And then there’s roaming, which is a huge differentiator for O2. We’re the only provider that doesn’t charge extra for it, so that had to be a key part of the campaign. The beauty of this brand direction is that it can go in so many directions – we’re only just scratching the surface.

LBB> You mentioned spending a lot of time searching for the right visuals. Was that a manual process?

David> Initially, yes. We spent ages finding circles in real-life imagery to fit the campaign aesthetic. But now, we’re looking at how AI can help generate these elements more efficiently.

LBB> It sounds like this campaign isn’t just a visual refresh but a strategic shift. How does this tie into O2’s broader offerings?

Rachel> This isn’t just about advertising – it’s about setting a blueprint for how we serve our customers. That’s why I’m so excited about what we’re doing with O2 Priority. It’s the number one loyalty program in the telco market, with 3.6 million customers, and we’re reinvigorating it to make it even better. This whole brand evolution is about more than just looking good; it’s about creating real value for our customers.

LBB> You’ve been working on this for a while now. What’s the collaboration been like between O2 and VCCP?

Rachel> It’s been a true partnership. Dave has been the consistent force keeping everything on track.

David> As an agency, we’re incredibly proud of this work. O2 was our founding client since we launched in 2002. Originally, it was with another agency, but after some struggles, its marketing lead at the time met one of our founders, Rooney Carruthers, at a dinner party. She gave him her business card and said, “If you set up an agency, I’ll give you my business.” And she meant it.

Our building even housed the design agency that did O2’s original branding. So, this evolution isn’t just another project for us – it’s deeply connected to our agency’s DNA.

LBB> You mentioned that you had to cast for the baby that opens the ad – what was that process like?

David> Casting newborns is always a delicate process, and for this campaign, we wanted to find the perfect fit. We tried several babies, but in the end, this baby – despite not being our first choice – had an incredible presence, nailing it in just one take, which is rare for a newborn!

Originally, we considered filming in a real delivery room, but we ultimately decided on a hospital studio setting. This gave us more control over the environment while still allowing us to capture the raw, emotional essence of a fresh delivery.

LBB> That really speaks to the strength of the partnership. And finally—David, Rachel—what do you hope people take away from this new era for O2?

Rachel> I want people to feel like O2 is essential — not just in a functional way, but in a way that truly enhances their lives. That’s why our tagline, 'Essential for Living', feels so right. Just as oxygen is essential for life, O2 is essential for the experiences that make life richer.

David> Exactly. We’re bringing O2 back to its roots, reminding people why it exists in the first place. At the same time, we’re making sure it stays relevant in today’s world. That’s what makes this campaign so exciting. It’s not just about looking back — it’s about moving forward.