O2 – Be More Dog

CHALLENGE
Mobile phone advertising was obsessed with networks, handsets and data. Could O2 stand for something bigger?

OUR THINKING
The perfect metaphor was asleep on our sofa. Why be a lazy, indifferent cat if you could be an enthusiastic, adventurous dog? O2 should rally the nation to Be More Dog and embrace the new potential of life. Get out there and seize the frisbee! 

ACHIEVEMENT
Our TV ad became the most shared advert in the UK, the 4th most shared in the world and ‘Be more dog’ is now shorthand for behavioural change. Campaign’s Campaign of the Year, helping VCCP to Campaign’s Agency of the Year. Shorty Award winner, Cannes nominated, D&AD Graphite, Creative Review Annual.