CAN DO DECODED - O2 | Clapboard Ad Archive

CAN DO DECODED is a visionary integrated campaign launched in Germany in 2023 for the O2 brand by Serviceplan Bubble, embodying the electronics and technology sector through a singular media asset. This groundbreaking brand book explores what defines a true game changer by weaving together in-depth literary portraits of five transformative personalities—sports legend Dick Fosbury, Burning Man co-founder Marian Goodell, Wikipedia founder Jimmy Wales, hip-hop pioneer Grandmaster Flash, and Iranian-German comedian and activist Enissa Amani—interviewed by bestselling author Benjamin von Stuckrad-Barre. Spanning 388 pages, the narrative underscores a shared “can do” mentality that mirrors O2’s core values and aspiration to set new standards. Innovative in both concept and execution, the book features printing ink infused with actual DNA extracted from saliva samples of these trailblazers, embedding their "Game Changer gene" within every drop of ink and thus symbolizing the brand’s commitment to breaking conventions. The design is a tactile and visual celebration of each personality's unique story: the “Liquid Cover” initially conceals the book’s title, revealing it only when lifted, while handcrafted typography echoes Dick Fosbury’s Fosbury Flop, the searing environment of Burning Man, and Enissa Amani’s Persian roots. Print finishes and paper textures play with light and touch, evoking atmospheres ranging from the tartan track of Fosbury’s success to the sand of Burning Man, the endless stream of dot-matrix printer paper representing Wales’s digital revolution, glossy magazine sheen reflecting Amani’s style, and the vinyl texture of a record celebrating Grandmaster Flash. Available in print, digital, and audio formats, CAN DO DECODED also leverages interactive scrollytelling in its digital incarnation, offering Telefónica’s 7,000+ employees an immersive experience that powerfully positions O2 as a brand fueled by innovation, determination, and cultural impact. Michael Falkensteiner, Director Brand & Marketing Communications at O2, emphasizes that this campaign encapsulates the brand’s daily mission to embody the game changer spirit, making CAN DO DECODED a truly inspiring and innovative communication milestone. Clapboard rates this campaign 82/100 in Clapboard's global creative archive. This campaign exemplifies how brands can effectively connect their identity to cultural narratives while fostering internal engagement and alignment.