A freezing 'Snowgran' symbolizes the UK cost-of-living crisis in O2's holiday spot

Animated spot promoting the company's mobile data handouts revolves around a sad pensioner

Published On
Nov 08, 2022

Editor's Pick

Some might think a Christmas ad about a a miserable and freezing cold senior citizen is a little too close to home in the U.K. this year, as people struggle to heat their homes amid an energy bill crisis. But mobile brand O2 is in fact confronting the cost-of-living crisis head-on in an ad that highlights how it's helping people this year, not with their heating exactly, but with mobile data handouts.

The spot by VCCP revolves around a stiff and cold-looking snowman, or "Snowgran," who on her sad walk home is noticed by O2’s robot mascot Bubl, and a young girl. They notice how cold and lonely she is and give Snowgran an O2 Christmas SIM Card which helps her to reconnect with her family and friends for the festive season. As she receives it at her door, the snow melt and a cuddly grandma is revealed. 

The ad was animated by Joseph Mann at Blinkink, who has worked on John Lewis ads in in the past, in a handcrafted production that combines puppetry, CG animation and real world sets. 

The integrated campaign will run for six weeks. It comes as, according to O2, two million UK households are now at risk of "digital exclusion." To help address this, the campaign aims to raise further awareness of the National Databank, an initiative pioneered by Virgin Media O2 in partnership with Good Things Foundation to help tackle data poverty, and to get data into the hands of people who need it the most via bespoke O2 Christmas SIM Cards.

“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," said Jonny Parker and Chris Birch, executive creative directors at VCCP London, in a statement. "The Snowgran is a beautiful, icy yet warm, story of connection when people most need it – at Christmas."


Nov 08, 2022
Client :
Agency :
Director of Brand & Marketing :
Simon Groves
Marketing Director :
Simon Valcarcel
Head of Campaigns :
Richard Bown
Senior Marketing Manager :
Natasha Griffiths
Marketing Manager :
Iona Murray Spink
Executive Creative Director :
Jonny Parker
Executive Creative Director :
Chris Birch
Senior Creative :
Simon Connor
Senior Creative :
Stephen Cross
Creative :
Jake Wiseman
Creative :
James Ginn
Managing Partner :
Katya Obolensky
Business Director :
Alexandra Gluck
Senior Account Director :
Charlotte Powell
Account Director :
Tom Prideaux
Senior Account Manager :
Ella Gurdon
Senior Account Manager :
Matt Isard-McNulty
Senior Account Manager :
Luke Chaplin
Deputy Head of Planning :
Jenny Nichols
Planning Director :
Hannah Martin
Planning Director :
Rob Estreitinho
Senior Planner :
Nicholas Pirard
Agency TV Producer :
Frankie Burwell
Integrated Project Director :
Simon Keyworth
Agency Creative Producer :
Giselle Sambrook-Smith
Agency Digital Producer :
Anthony Grace
Digital Creative Director :
Jon Bancroft
Senior Designer :
Daryl Humphrey
Senior Account Manager :
Ed Hobson
Front End Developer Lead :
Yanul Hoque
Back End Developer Lead :
Phil Beaman
Front End Developer :
Georgi Ivanov
Back End Developer :
Metodi Erdelski
Social & Influencer Creative :
Bea Mustocea
Client :
Havas Media
Media Planner :
Liam Bennett
Media Planner :
Kat Harding
Media Planner :
Arda Ozcan
Media Planner :
Christie Ross
Media Planner :
Yvonne Gomez
Media Planner :
Joseph Willis
Media Planner :
Jo Mikolajczyk
Media Strategy Lead :
Dom Whitehurst
Media Strategy Lead :
Rebecca Hughes
Production Company :
Director :
Joseph Mann
Mathew Day
Producer :
Rebecca Little
Production Manager :
Sandy Little
Art Director :
Gordon Allen
Puppeteer :
Jonny Sabbagh
Puppeteer :
Will Harper
Editor :
Editor :
Nick Armstrong
Edit Producer :
Eppie Bowler
3D Animation :
VFX Supervisor :
Lars Ellingbø
VFX Supervisor :
Sondre Nymoen
Post Producer :
Lars Ellingbø
Post Producer :
Rebecca Little
Clean up & Online :
Colorist :
Luke Morrison
Audio Post-Production Company :
Sound Engineer :
Jack Hallett
Audio Producer :
Beth Massey
Joe Eckworth

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