'Passion in your veins' was a campaign for a series of Sony Ericsson phones which O2 had exclusive rights to market. Each phone had a different audience - gamers,
music-lovers, photographers and eco-friendly people. LogicLogicMagic® led to designing and creating bespoke hands to hold the phones. An imaginative spin on the tired construct of hands holding handsets.
'Winter Wonders" was created to deliver all O2's Christmas offers for 2009. It needed to be immensely flexible to house multiple deals across multiple formats. Many of these deals were only confirmed last minute, so the concept hand to work with any handset, SIM, or other commercial deal. The vector based illustration style helped the photographic phone handsets stand out, whilst creating a visually strong look (still heavily branded with the O2 blue) across retail and digital channels. Experiential activities and promotional prizes in-store were inspired by the ski resort theme.
As part of the O2 CSR programme they set a brief to 'Reconnect young people with society." Behaviour change is difficult to achieve - it's easier to create a social value for existing behaviours. A common perception is that the majority of young people contribute little financially to society, being continually immersed in the world within their mobile phones. Conversely young people feel there is little they can give that will have a meaningful impact. The insight here was to link two groups who feel marginalised from the rest of society - young people and old people. TEXTS HEAT HOMES was a proposed O2 tariff that young people could choose, knowing that each text they sent would heat an old person's home for a minute. This was achieved by linking O2 into the UK's leading home-heating charities. In the launch commercial, paper envelopes symbolically fell onto the log fires of the elderly and vulnerable, keeping their fires burning. Although very well received at O2, the concept was deemed to be too political to put into practice. A shame.