OH YOU PEOPLE - VINYL EDITION
Title | OH YOU PEOPLE - VINYL EDITION |
Brand | TELEFÓNICA/O2 + NAUGHTY NORTH |
Product/Service | BRAND |
Category |
B06. Brand Collateral |
Entrant
|
KOLLE REBBE Hamburg, GERMANY
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
Sascha Hanke |
Kolle Rebbe GmbH |
Executive Creative Director |
Christian Doering |
Kolle Rebbe GmbH |
Head of Design |
Christian Rentschler |
Kolle Rebbe GmbH |
Creative Director |
Tim Esser |
Kolle Rebbe GmbH |
Creative Director |
Karolin Berndt |
Kolle Rebbe GmbH |
Graphic Designer |
Marina Ziegler |
Kolle Rebbe GmbH |
Account Supervisor |
Christopher Tychsen |
Kolle Rebbe GmbH |
Agency Producer |
Martin Lühe |
Kolle Rebbe GmbH |
Production Manager |
Katrin Grün |
Kolle Rebbe GmbH |
Art Buyer |
Antoine Geiger |
n/a |
Photographer |
Naughty North |
n/a |
Music Artist |
The Campaign
Therefore, o2 collaborated with artist duo “Naughty North” on a limited edition record. The creative result was the audio manifesto “Oh You People”. The covers of the series were photographed by French artist Antoine Geiger and directly present social isolation behind the smartphone screen.
Creative Execution
The series included 3 x 400 units. The cover images depict people growing isolated in front of their displays, as if they were “losing their identities in the non-place of technology” (Antoine Geiger).
Indication of how successful the outcome was in the market
With this project, o2 provided musical, textual and visual food for thought in the discourse about dealing with smartphones in a digital world, without shying away from self-irony. The 3-vinyl set was distributed to employees and business partners with the aim of providing food for thought about modern communication – starting internally with o2 itself. The cover photographs also went viral and began popping up all over the Internet, where they triggered more discussions about mobile communication.
The goal was to communicate o2 credibly as the socially responsible provider it is. Not by using conventional advertising like the competition, but by actually having an impact with a socially relevant subject.