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O2 has launched a new £10m brand refresh in the form of an ad campaign created by Vallance Carruthers Coleman Priest. "It's your O2" builds the brand further while maintaining the key elements of its iconic blue and bubbles, which are used to demonstrate the sophistication of mobile services and the role mobile plays in our lives today.The 50-second advertisement includes new animation techniques used for the first time in the UK, to create exciting new visual effects to promote O2's fresh thinking, innovation and creativity. Two further executions have been created to combine the new look and feel of the refresh as well as integrating consumer propositions.