First Breath

O2’s “First Breath” campaign marks a bold new chapter for the brand, repositioning O2 as Essential For Living-not just a network, but a vital enabler of life’s most exciting moments. The centrepiece is a cinematic 60-second film, “First Breath,” directed by Sam Pilling and narrated by Sean Bean. The ad captures the awe of a newborn’s first breath, then imagines the breadth of experiences that O2 helps unlock-live music, travel, love, and everyday adventures-reminding viewers that O2’s role goes far beyond connectivity. The campaign uses the O2 logo as a portal to these experiences, reinforcing the brand’s commitment to putting people, emotion, and real-world connections at the heart of everything it does.

Agency: VCCP

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