O2 – Be More Dog

At a time when phone adverts were banging on about the nuts and bolts – network, handsets and data – we wanted O2 to think bigger and talk attitude.

It struck us that the perfect metaphor was right next to us on the sofa. When it comes to the awesome potential of phones, don’t lazy around like a cat. Be more dog – get out there, get stuck in, seize the frisbee.

We comprehensively rebranded O2, creating content for all touch points. The TV ad became the most shared in the UK, the 4th most shared in the world and BE MORE DOG is now recognised shorthand for behavioural change.

Campaign’s Campaign of the Year, Campaign Agency of the Year, Shorty Award winner, Cannes nominated, D&AD Graphite, Creative Review Annual,