O2 have 15% of the business market. The strength of their consumer brand reduces consideration amongst certain businesses. You can only have one brand, so the LogicLogicMagic® approach played on O2's humanity versus the corporate network rivals, stating their belief "Being human works" and asking  'Are you our kind of business?' The illustrations create a visual style that has all the charm and human idiosyncrasies that stock photography lacks, underlining the idea that 'Being human works'. As an additional piece of fun and distinctiveness, all the different characters share one similar distinctive trait: a '2' for a nose

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