O2
Agency: VCCP Spain
Project: “Towards the surface"
Creative and conceptual development of O2's national outdoor campaign at a time of transition between creative strategies.
O2's creative direction in Spain was undergoing an evolutionary shift, much like our distant ancestors transitioning from the seas to solid ground.
After years of success with the "Fish" campaign, the company set out to introduce a new protagonist: "Bear."
But in the middle of this transition, O2 needed to launch a national outdoor campaign. With "Fish" no longer the brand's face and "Bear" still in 3D production, the challenge was clear—what could they showcase without creating entirely new assets?
Following the bubbles to the surface
For years, bubbles had been a core visual element of O2's brand, ever-present since the launch of the "02 Breathe" slogan. Yet, they had never been the central focus in Spain's advertising.
This moment of transition between campaigns gave us the perfect opportunity to elevate the bubbles and make them the stars of the brand's creative shift from underwater to land.
How?
By magnifying the use of bubbles in a bold and dominant way. We composed scenes with an out-of-field approach, always emphasizing the bubbles' movement. The positioning was intentionally adjusted to align with the natural upward flow of the bubbles. The background was reimagined to reflect the seabed, with dark tones at the bottom and lighter hues towards the surface, symbolizing the brand's move from the depths of the ocean to the light of dry land.
