> Essential for living

                O2 had been around for 23 years, but they’d never really explained why they were named after a diatomic gas.
                That seemed like an interesting place to start when we relaunched the brand in 2025.
                We boiled it down to a simple thought. Oxygen gives you life, but O2 can help you live.
                Whether it’s Academy gigs, England rugby or free European roaming.
                This is a brand that wants you to take a deep breath, and get busy living.

                Visually we needed to find a distinctive and ownable way to talk about all the things O2 offers.
                The answer was in the logo.

                We created these launch OOH from found imagery, drawing inspiration from classic flypostering.
                And making it impossible for any client to ever say “make the logo bigger”.