VCCP creative team Dan Glover-James and Elias Torres have shared some of the thinking behind O2's 'Be More Dog', as part of The Drum's Dream Awards.
On a visit to The Drum's resident psychiatrist, Dr Sarracenia, the two described their shared vision of a "very weird dream".
"I felt like I was an animal. I was definitely a cat, but not a normal cat – a cat that wants to go and dig up bones or chase a football. And cats don't do that," said Glover-James.
"I didn't even want to scratch the sofa, I just wanted to play," added Torres.
'Be More Dog' was dreamed up for O2 by VCCP, with Glover-James and Torres working with Darren Bailes, executive creative director, and creative director Jim Thornton on the campaign.
The film is the latest in a series created by Lost Boys, featuring creative visionaries including Peter Souter of TBWA and Lida's Nicky Bullard discussing the inspiration behind some of their biggest campaigns. The campaign also features photography by the renowned Julian Hanford.
In a world of multiple channels and touch points, the best marketing is still defined by brilliant creative ideas. With this in mind, The Drum has launched its Dream Awards. Judged by leading industry figures including Guy Duncan, global creative director at Coca-Cola, and Beattie McGuinness Bungay founder Trevor Beattie, the awards will recognise creativity across a number of categories.
The deadline for the Dream Awards is Friday 19 June. To find out more and enter, visit the dedicated website.