The O2 Bluebook campaign will span television, cinema, print and online media, and will also include an interactive promotion with the Metro newspaper.
The TV ad shows a woman collecting messages and photos and then storing them in a scrapbook of memories.
Michael Sugden, managing director at VCCP said: "Memories are one of our most cherished possessions, yet too often they are trapped on your mobile phone. O2 Bluebook can release them in an instant."
Project name: Blue book
Brief: To Launch new service
Creative agency: VCCP
Agency Producer: Laura Cooper
Copywriter: Nathaniel White
Art director: Ben Daly
Planner: Bambos Neophyton
Media Agency: Zenith OptimediaMedia planner: Jo Lunn
Media Spend: £4.5 million
Production Company: Bare Films
Director: Aaron Bowen
Post-production: Absolute Post Audio post-production: Wave
Exposure: Heavy weight -All media