OH YOU PEOPLE - VINYL EDITION

ClientTELEFÓNICA/O2 + NAUGHTY NORTH
Category B06. Brand Collateral
TitleOH YOU PEOPLE - VINYL EDITION
Product/ServiceBRAND
Entrant KOLLE REBBE Hamburg, GERMANY
Idea Creation KOLLE REBBE Hamburg, GERMANY
Credits
Name Company Position
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.