{"id":20043,"date":"2025-06-02T14:21:32","date_gmt":"2025-06-02T13:21:32","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20043"},"modified":"2025-06-02T14:21:33","modified_gmt":"2025-06-02T13:21:33","slug":"roam-free-breathe-free","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/roam-free-breathe-free","title":{"rendered":"Roam free, breathe free"},"content":{"rendered":"<div class=\"lazyblock-video-ZsAz59 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1088812846?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-1bKqvk wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><b>O2<\/b><span style=\"font-weight: 400\"> and its global creative agency of record <\/span><b>VCCP<\/b><span style=\"font-weight: 400\"> unveils the next phase of \u2018<\/span><i><span style=\"font-weight: 400\">Essential for Living<\/span><\/i><span style=\"font-weight: 400\">\u2019 &#8211; an integrated campaign, this time celebrating the freedom that comes when travelling abroad as an <\/span><b>O2<\/b><span style=\"font-weight: 400\"> customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign builds on the success of the first instalment of \u2018<\/span><i><span style=\"font-weight: 400\">Essential For Living<\/span><\/i><span style=\"font-weight: 400\">\u2019, which launched earlier this year and revisited the brand&#8217;s founding message from 2002, positioning it as an enabler of life\u2019s greatest moments. The first iteration consisted of a hero film narrated by Sean Bean called \u2018<\/span><i><span style=\"font-weight: 400\">First Breath<\/span><\/i><span style=\"font-weight: 400\">\u2019 and nationwide flyposter inspired out-of-home.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">This second roaming-focused iteration centres around the film <\/span><i><span style=\"font-weight: 400\">\u2019<\/span><\/i><span style=\"font-weight: 400\">, and reframes roaming not just as a benefit, but as a way to feel more alive while travelling &#8211; bringing to life <\/span><b>O2<\/b><span style=\"font-weight: 400\">\u2019s market-leading proposition of being the only major network that lets all customers roam freely across 49 European destinations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The film emphasises the excitement and rewards that <\/span><b>O2<\/b><span style=\"font-weight: 400\"> offers, with a renewed focus on emotional, real-world connections and putting customers back at the heart of unforgettable experiences &#8211; inviting viewers to reflect on travel, and how it makes us feel truly alive.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The 40\u201d spot is narrated by Sean Bean, the voice of <\/span><b>O2<\/b><span style=\"font-weight: 400\">\u2019s campaigns since the brand\u2019s launch 23 years ago. The film captures the thrill of the unknown as it follows two older friends on a moped, driving along a Greek country road, guided only by a phone in a cradle. Shot in a single take, there are no distractions and no detours as the pair lean into their adventurous spirit \u2013 a powerful metaphor for the freedom <\/span><b>O2<\/b><span style=\"font-weight: 400\"> roaming offers. As the film comes to a crescendo, a series of sunsoaked holiday shots showcase the joy of travel enabled by <\/span><b>O2<\/b><span style=\"font-weight: 400\"> &#8211; before seamlessly transitioning into the <\/span><b>O2<\/b><span style=\"font-weight: 400\"> logo, using a similar visual \u2018O\u2019 motif established in the \u2018<\/span><i><span style=\"font-weight: 400\">First Breath<\/span><\/i><span style=\"font-weight: 400\">\u2019 film.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>VCCP<\/b><span style=\"font-weight: 400\">\u2019s global content creation studio <\/span><a href=\"https:\/\/www.wearegirlandbear.com\/\"><b>Girl&amp;Bear<\/b><\/a><span style=\"font-weight: 400\"> brought the campaign to life, working with directors <\/span><b>thirtytwo<\/b><span style=\"font-weight: 400\"> and production company <\/span><b>Anonymous Content<\/b><span style=\"font-weight: 400\">, as well as post-production company <\/span><b>Electric Theatre Collective<\/b><span style=\"font-weight: 400\">. Digital experience agency <\/span><a href=\"https:\/\/wearebernadette.co\/\"><b>Bernadette<\/b><\/a><span style=\"font-weight: 400\"> worked across the integrated campaign to bring digital, social and online elements to life.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A fully integrated campaign surrounds the film, including flyposter-inspired OOH that builds on the distinctive visual approach of the brand\u2019s recent work, digital out-of-home in high-footfall airport locations, and print placements around key travel and lifestyle media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign launches in the UK today and will run across multiple channels including TV, video on demand, online video, OOH sites, including sites local to airports, press and social.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run nationwide. Media planning and buying was delivered by <\/span><b>MG OMD.<\/b><\/p>\n<p><b>Simon Valcarcel, Marketing Director at Virgin Media O2 <\/b><span style=\"font-weight: 400\">said: \u201cO2\u2019s campaign reframes inclusive roaming not just as a value proposition, but as an emotional unlock \u2013 a way to feel more spontaneous, more present, and more alive. The freedom that comes with being able to travel and stay connected without stress is bar none. This campaign captures that feeling of possibility and spontaneity that defines great travel: it\u2019s emotional, it\u2019s human and it brings our \u2018Essential for Living\u2019 proposition to life.\u201d<\/span><\/p>\n<p><b>David Masterman, ECD at VCCP <\/b><span style=\"font-weight: 400\">said: <\/span><span style=\"font-weight: 400\">\u201dO2 is the only major network not to charge extra for roaming. We wanted to remind people how good that feels. A quiet moment in the middle of nowhere with just a friend, a Vespa and a navigation app. Uninhibited by a lack of data. Super simple, and a proper showcase for how the brand is evolving.\u201d<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Zxxe8q wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n         A quiet moment in the middle of nowhere with just a friend, a Vespa and a navigation app. Uninhibited by a lack of data. \n        <cite>David Masterman, ECD at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","class_list":["post-20043","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10387","hero_video":"","hero_image":{"ID":20044,"id":20044,"title":"O2 'Roam Free, Breathe Free' Campaign Still","filename":"O2_PR_Hero.jpg","filesize":2421507,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/roam-free-breathe-free\/attachment\/o2_pr_hero","alt":"Two older men ride a vintage blue moped along a coastal road at sunset, capturing the freedom of spontaneous travel.","author":"66","description":"This image is taken from O2 and VCCP\u2019s \u2018Roam Free, Breathe Free\u2019 campaign, part of the \u2018Essential for Living\u2019 series. It features two older friends riding a vintage moped through sunlit coastal scenery, symbolising the freedom and emotional connection enabled by O2\u2019s inclusive EU roaming. The single-take shot celebrates the joy of adventure, with a minimalist, nostalgic aesthetic that reinforces the campaign\u2019s message of living in the moment.","caption":"A still from O2\u2019s latest campaign film, showing two friends on a moped embracing the spirit of spontaneous summer travel.","name":"o2_pr_hero","status":"inherit","uploaded_to":20043,"date":"2025-06-02 13:17:54","modified":"2025-06-02 13:19:31","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"O2 and VCCP Launch Roaming Campaign Celebrating Spontaneous Summer Travel","meta-description":"O2 and VCCP unveil the latest \u2018Essential for Living\u2019 campaign, spotlighting inclusive EU roaming. Narrated by Sean Bean, the film captures the freedom of travel and emotional connection enabled by O2\u2019s roaming proposition.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/06\/O2_PR_Hero.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/20043","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/66"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20043"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}