LAUNCHING O2’S BIGGEST AND BESTEST PHONE PLAN

Everyone was paying for their phone long after they had finished paying for their phone. ‘Refresh’ was O2 splitting the bill in two, airtime and handset, so the handset half switched off once it was settled. Groundbreaking.

The launch had to make a billing structure feel like a favour. Bright, plain and slightly cheeky, running across every channel so the idea was the same wherever you saw it.

Made at VCCP, as part of a run of O2 work that grew market share by six points.