The agency worked with its global content studio Girl&Bear and its product and services innovation company Bernadette to create the campaign. Mark Orbine, executive creative director at VCCP London, said: " At VCCP we always talk about indelibly branded worlds. Take the logo away from O2, for instance, and you still know who is talking to you. "So using black and white real-world backdrops and the Sage green in our animations we created a unique new world that will hopefully over time will become branded properties synonymous with Sage."