O2 have launched in Spain with the help of VCCP Madrid.

The campaign, which has launched with a TV spot titled "Hello", positions the brand as a simpler, more personal alternative to the current networks in Spain. It builds on the work that has been done over the last 16 years for the brand in the UK, and closes on the word "Respira", which translates to "Breathe".

The fully integrated campaign creates a unique identity for the brand built around bubbles. It draws on O2's founding insight about the importance of digital oxygen to help everyone feel more alive - from staying social, starting passions and making memories.

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