Can Do 2.0
For nearly 20 years, O₂ – one of Germany's largest telco providers – has stood by the claim: "can do."
In 2022, a time when the world seemed full of "can't dos," we revived this claim with a powerful brand campaign, encouraging people to believe once again in the power of "can do."
ROLE: Fine conception of campaign dramaturgy, campaign roll-out, design, post-production, layout-design & further art direction
CLIENT: O₂ Telefónica | YEAR: 2022 | AGENCY: Serviceplan Bubble
TEAM: Leif Johannsen, Patrick Matthiensen, Lars Holling, Pavel Bondarenko, Daniel Steller, Tudor Cucu, Alexandra Beck, Felix Ebell, Philip Ziegler, Theresa Fechler, Niklas Gerull, Victoria Salein, Saskia Kroschewski, Georg Doyle, Lea Soika & many more
PRODUCTION: Markenfilm, Infected | DIRECTOR: Salomon Ligthelm | PHOTOGRAPHER: Dave Hill
At the heart of the campaign was our brand film.
Almost every scene had a creative extension into real life, telling can do stories in various ideas:
5G CONCERT
BEYZA/GRAMPS
QR CODE
5G CAMPAIGN
A concert, that united artists RIN and Schmyt on stage via our 5G network to release their new song “Sternenstaub”. Influencers Beyza & Gramps, telling their can do stories online. A QR code in the film, that leads to hidden concert tickets and pre-releases. A 5G product campaign that was created by extending scenes from the film into further assets.
We brought the manifesto from the TVC to life, through illustrations and dynamic imagery. We developed a series of “can do tags”, that shaped the campaign and became a distinctive design element for the brand.
