O2 4G can’t compete on speed, but they do have a lot of great content. Upgrading to 4G makes it possible to get all this content on the go. A shift not unlike when TV went from black and white to colour. With a nod to this, our idea: ‘glorious 4G’.
Bulbs and bright neon tube lights gave us a vehicle to bring some serious Technicolor to the blue world of O2. A neat lockup of the ‘4’ and ‘G’ created a piece of branding that could be applied to everything. The campaign launched with a citywide 4G takeover. A Plan B launch gig was streamed live to YouTube and digital screens across London. The logo then went on to appear in animated shop window displays, print, on packaging and in national and local O2 4G TV spots written by other teams in the agency.