Behind the Media 100 Rankings: O2’s innovative OOH execution had UK consumers sharing their own ‘Oops’ moments

O2’s campaign, ranked fourth in the Media 100 rankings, used the idea of a broken billboard with a cracked screen to gain awareness for an uninteresting service.

The most boring briefs could house your best work

It might seem unusual to most that a multi-billion-pound company, the UK’s best phone network, and owner of 33 music venues around the UK, including the O2 Arena, would come to its agency suggesting that it wanted to drive emotional engagement in its brand, with a multitude of functional benefits that were undistinctive in the telco landscape, and which – to be brutally honest – two years on I can’t recall. But these briefs aren’t uncommon in our industry.

Our initial discussions around this campaign were dry. Underwhelming. Perhaps...

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