THE WAVE – 28.57m

“Can do” is more than just a brand claim. It’s a promise, an attitude that sets o2 apart from its two competitors. It’s the belief that with the right mindset, one can achieve anything and grow beyond oneself.
In order to make “can do” relevant for people, O₂ immerses itself in cultural experience fields that allow the brand attitude to be conveyed in a relatable way. With Sebastian Steudtner as brand ambassador, O₂ is now entering the emotional world of surfing. The big wave surfer embodies the brand’s “can do” spirit like no other.

Sebastian Steudtner changed surfing history with his 26.21-metre world record wave. In cooperation with o2, he has now set his sights on a new goal: to find and surf the biggest wave of all time. And to break his own world record. The film “The Wave” marks the beginning of our partnership. And is the communicative kick-off of our joint hunt for the impossible, which users can follow on our social media accounts throughout the entire big wave season.

Over the course of 6 months, we took users on all relevant social media platforms on our quest for the impossible. We delivered the moments that took them behind the scenes. The users experienced the battle between nature, physics, and the “can do” spirit of an athlete. Until our final livestream on the defining day: On 24th February 2024, huge waves rolled towards Nazaré. In what were previously believed to be unsurfable conditions, Sebastian Steudtner took on the impossible wave. And the whole world witnessed how Sebastian redefined what’s possible: He surfed a 28.57m wave. Breaking his own world record.

With our 6-month coverage, we not only brought our “can do” brand spirit to life for people. Via our livestream, users were able to witness the biggest moment in surf history and saw what it means to redefine possible. It showed them that with the spirit of “can do” you can take any wave in life. Even the impossible ones.