First up, O2’s Bubl army, which fought to bring real Christmas connection. Through the launch of their ‘We’re better, connected’ Christmas campaign, O2 called upon consumers to help connect those without internet through their new National Databank. After revealing that 1.5 million homes in the UK were without internet access, O2 created a hero video featuring a loveable army of O2 mascot Bubl robots. This video, which appeared on TV and social media, was particularly poignant as it succeeded in translating an important message alongside the brand’s commitment to facilitating connection through their data pledge.