O2 has launched its 2022 Christmas campaign ‘The Snowgran’ highlighting the fact that two million UK households are at risk of digital exclusion amid the cost of living crisis this winter.
The mobile network has pledged to gift an additional one million GB of data to those in need this festive season.
Written by Simon Connor and Stephen Cross, the 60-second spot stars a disconnected elderly snow-woman who is gifted an O2 Christmas SIM Card to help her reconnect with her family.
The handcrafted mixed media film blends animation styles ‘like never before’, combining puppetry, CG Animation and real world sets together.
Created by Joseph Mann and produced by Blinkink, the Snowgran campaign also aims to raise awareness of the National Databank, an initiative that helps tackle data poverty and gets data into the hands of people who need it the most via bespoke O2 Christmas SIM Cards. The brand will donate 61 million GB data to the association.
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“With the cost-of-living crisis deepening, we’re helping even more people stay connected,” Virgin Media O2 director of brand and marcomms, Simon Groves, said.
“Our Christmas campaign combines festive spirit with action by raising awareness of the National Databank and the free O2 data that’s available to help those most in need stay connected over the festive period.”
The brand worked with its creative agency VCCP London and content production studio Girl&Bear, to bring ‘The Snowgran’ to life alongside VCCP’s product and service innovation company, Bernadette, who created the campaign landing page.
VCCP London executive creative directors, Jonny Parker and Chris Birch, added: “We’re very proud to be launching a campaign that goes well beyond talking about an issue but actually does something to help those who need it.
“The Snowgran is a beautiful, icy yet warm, story of connection when people most need it – at Christmas. If you know someone, like Snowgran, who’s struggling, point them in the direction of the National Databank or give them an O2 Christmas Sim card.”
The ad campaign will roll out via TV, Cinema, BVOD, OLV, Social, DOOH, OOH, Radio, PR and retail platforms.
