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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:

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5G CONCERT

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BEYZA/GRAMPS

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QR CODE

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5G CAMPAIGN

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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.

Colorful typography overlay on a photo of a young girl with dreadlocks sitting on stairs outdoors. The text is a motivational quote in German discussing the concept of 'Can Do' attitude.
A large billboard featuring a man in a yellow basketball uniform holding a basketball against a background of a blue sky with clouds. Handwritten text surrounds the man, with some of it in German, and the logo 'O2 can do' at the bottom.

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.

A person wearing headphones and a plaid shirt standing on a skateboard, with a clear blue sky and a tree in the background, holding a phone. Text on the image reads: "CAN DO, schlägt harter zurück als jeder Rückschlag. O2 can do."
A large illuminated advertisement billboard on a city street at night showing a woman sitting on the floor with an industrial-style interior behind her. Text in German and English promoting the message of climate action and the Mueller Museum in Berl
Teenage girl standing on a structure with blue neon lights and a blue sky background, with white German text overlaid.
A young woman with braided hair, wearing headphones and a color-blocked jacket, sitting on a subway train, looking out the window. Other passengers are visible in the background.
A woman wearing headphones and a backpack, using a computer keyboard and mouse in a dimly lit room with blue and purple lighting, promoting a 5G network and mobile internet plan.
A person in denim jeans and jacket standing on a structure with neon lights, with text in German and English about O2 and inner strength.
Outdoor billboard featuring a woman in a denim jacket looking at the camera with a city landscape in the background, an advertisement for O2 with German text.