O2 encourages UK public to embrace their inner dog with £10m #BeMoreDog campaign

O2 has launched a £10m 'Be More Dog' campaign designed to "rid the UK of cynicism" by embracing the inner dog, marking the adoption of a more light hearted, playful approach from the brand.

The campaign was created by VCCP with media buying handled by Zenith Optimedia, and will help push the brand's 4G launch. TV, cinema, press and poster ads will be featured with straplines including 'life's a stick, go chase it', alongside a big social media drive.