O2 has been a proud supporter of live music events for over 15 years with venues across the UK. But when the pandemic hit, those doors were shuttered leaving musicians vulnerable, especially new artists trying to launch their careers.

And leaving O2 without the strategic music sponsorship hook that attracts a younger generation most prone to change networks.

Reaching an ‘ad-blocking’ generation is not easy, but with the pandemic we went from online to on-life. People flocked to virtual spaces to escape reality, discover new experiences and connect with others.

And in moments of crisis, creativity excels.

We saw the opportunity to use the biggest game on the planet as the media channel to engage younger audiences. An innovative way to position O2 as the network of choice for gamers.

Welcome to The O2 in Fortnite Creative featuring easy life, the first-ever gig in Fortnite Creative mode. This wasn’t gigs recreated, this was gigs reimagined. VCCP collaborated with Epic Games, AEG, Team Crea8 and Universal Music to blend the boundaries of real-life and...