360 Campaign
O2 CAN DO
Implementing good ideas against all resistance and making dreams come true. ‘Can do’ not only sums up the positioning of O2, but above all reflects a strong and motivating attitude that we bring to life in every part of the communication.
The heart of the campaign is a wide-reaching brand film with emotional storytelling . It shows what is possible today thanks to technology and a very good 5G network from O2 with the mindset of “can do”. The film is an integrated one, highlighting different protagonists: two musicians give a joint concert synchronously, even though they are not in the same place, or, a basketball player creates the basket throw with the help of virtual reality.
The campaign manifesto with statements such as “can do is stronger than anything that holds you back” is used as a voice-over of the brand film as well as a handwritten key visual in the form of giant posters throughout Germany. The musical basis of the spot is the new joint song “Stardust” by RIN & Schmyt, which also appear together in the film.
Almost every scene of the brand film provides proof of “can do”. In addition to the two artists, the spot shows well-known influencers such as the over 70-year-old TikTok star Gramps and “Robogirl” Beyza Mokka, who has lost her arms and legs due to an illness. Both stand for “can do”: Gramps as a fashion influencer in changing outfits, who overcomes the boundaries between the generations, and Beyza Mokka, who radiates unbroken joie de vivre. Gramps and Beyza Mokka are also extending the campaign on social media.
Besides the nationwide outdoor display and staging of the brand in the shop displays, two special touchpoints stand out in Berlin: the concept store with large transparent LED wall and the newly opened O2 studio at the beginning of September at MediaMarkt am Alexanderplatz. There, the campaign messages are shown on a 270-degree 4K LED wall. In addition, the O2 Studio will be the first so-called O2 point of experience to charge the topic “can do” with constantly new productions by artists from different areas.
Agency
SERVICEPLAN x BUBBLE HAMBURG
Team
Lars Holling. Leif Johannsen, Patrick Matthiensen, Daniel Steller, Pavel Bondarenko, Christoph Koehler, Jonas Rupert Bolzenius, Alexandra Beck, Nicolas Berg, Felix Ebell, Philip ziegler, Mareike Dubbels, Theresa Fechler, Victoria Salein, Christophe Lefévre-Henzel, Niklas Gerull, Kroschewski Saskia, Georg Doyle, Lea Soika & MANY MORE
Date
SEPTEMBER, 2022
Client
Telefonica Germany
Production
MARKENFILM, INFECTED
Director
Salomon Ligthelm
INTEGRATED MANIFESTO FILM
CUSTOM CAN DO TAGS TO REFLECT EACH ATTITUDE
NEW PHOTOGRAPHY LANGUAGE SHOT BY DAVE HILL














OUTDOOR





