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O2 Telefónica Germany Bets on Optimism With Can Do Campaign
O2 Telefónica Germany's 'Can Do' campaign is a 2022 integrated brand effort, created by Serviceplan Bubble, that reasserts the telecommunications company's long-standing 'can do' philosophy across television, cinema, print, audio, digital out-of-home, social media, and points of sale throughout Germany.
The campaign launched on September 6–7, 2022, according to house-of-communication.com, making it one of the more ambitious brand statements O2 had released in several years. Rather than introducing an entirely new brand idea, 'Can Do' functions as a repositioning — a deliberate reintroduction of a claim that, as Michael Falkensteiner, Director Brand and Marketing Communications at O2 Telefónica, noted, has been anchored in people's minds from the beginning. The campaign carries that spirit outward with renewed force, while simultaneously underscoring the relevance of digital networking in contemporary German life.
In Germany, the campaign reached audiences through a deliberately wide channel mix. Television and cinema placements ensured mass-market visibility, while digital out-of-home activations, social media, and point-of-sale touchpoints extended the message into everyday environments. A dedicated O2 Studio at the MediaMarkt Alexanderplatz in Berlin served as a physical campaign touchpoint, with a Berlin concept store featuring a transparent LED wall bringing the creative vision into three dimensions, as reported by house-of-communication.com. Serviceplan Bubble led creative development, with Plan.Net Berlin and Neverest agencies contributing to implementation across channels. The campaign contains one primary media asset — a branded film — and was classified within the Electronics and Technology category. Clapboard Score: 60/100.
O2 Telefónica Germany built the 'Can Do' campaign around a durable insight: optimism, when expressed as action rather than aspiration, functions as a differentiating brand posture in a category dominated by specification-led advertising.
In Germany, the telecommunications market generated approximately €59.1 billion in external revenue in 2022, up more than one percent year over year, according to Report Telekom. Within that competitive landscape, Deutsche Telekom held a 37.3% mobile-network-operator service-revenue share across the first three quarters of 2022, also according to report.telekom.com, while Telefónica Germany held 32.9% of the same measure — a gap that makes brand differentiation commercially meaningful. Vodafone Germany represents the third major operator in the German market, and the competitive pressure across all three players intensifies the need for O2 to maintain a distinct emotional territory rather than competing on network metrics alone.
German mobile-service revenue increased by 3.4% in 2022, according to VATM data, and mobile-data traffic reached 6,714 million GB that year — a 23% year-over-year increase, per report.telekom.com — signals a market in active expansion where consumer reliance on digital connectivity is growing rapidly. The 'Can Do' campaign positions O2 not merely as a network provider but as an enabler of that connectivity, a framing HORIZONT described as positioning the brand as a 'Möglichmacher' — a facilitator — and characterised the campaign as a manifest against pessimism, as reported by horizont.net on September 7, 2022. This strategic decision to lean into cultural optimism rather than product performance reflects a deliberate choice to anchor O2's brand value in an attitudinal space that competitors have not claimed as explicitly in the German market.
The branded film at the centre of the 'Can Do' campaign was directed by Salomon Ligthelm and produced by Markenfilm Hamburg, according to house-of-communication.com.
Ligthelm's visual sensibility is well suited to campaigns built around emotional philosophy rather than product demonstration. His direction gives the film an aspirational register — images that feel consequential rather than illustrative — which is the correct tonal choice for a campaign asking audiences to adopt a mindset, not evaluate a tariff. Markenfilm Hamburg, one of Germany's established production companies, brought the production infrastructure needed to execute across the scale this campaign demanded.
On the agency side, creative leadership came from Serviceplan Bubble, with Global Chief Creative Officer Alexander Schill and Managing Creative Partners Leif Johannsen and Patrick Matthiensen shaping the campaign's conceptual direction, as documented by house-of-communication.com. The integrated nature of the work meant that the 'can do' idea had to hold across substantially different formats simultaneously — from a cinema screen to a digital out-of-home panel to a point-of-sale environment. The transparent LED wall installation at the Berlin concept store represents the most spatially ambitious expression of this, translating a brand philosophy into an architectural moment that audiences could physically encounter. Across all channels, the creative system maintains consistency through the 'O2 can do' claim rather than through a single visual device, which gives the campaign both flexibility and coherence. The integration of Plan.Net Berlin and Neverest into execution, alongside Serviceplan Bubble's creative lead, reflects the House of Communication model — a coordinated multi-agency structure applied to a single brand platform across the German market.
No independently verified performance data for the 'Can Do' campaign — such as brand-tracking uplifts, reach figures, or sales impact — is publicly available from O2 Telefónica Germany or Serviceplan Bubble at the time of writing. The view count associated with the branded film, as recorded on adsoftheworld.com, stands at 2,766, which reflects archival engagement rather than paid media reach and should not be read as a measure of campaign scale.
What the structural evidence does indicate is that the campaign was built for durability, not a single burst. The 'Can Do' platform remained active with Serviceplan Bubble into 2025, per house-of-communication.com, with creative expression shifting toward more product-specific storytelling while the optimistic platform itself persisted. This longevity is itself a performance signal: brand platforms that survive agency review cycles and market pressure tend to do so because they generate measurable value internally, even when that data is not released publicly.
HORIZONT's favorable coverage on the campaign's launch date — framing it as a second coming of an established brand promise — suggests the work landed credibly within Germany's advertising industry, according to horizont.net. For a repositioning rather than a new brand launch, industry reception of that kind carries meaningful weight. The Clapboard Score for 'Can Do' is 60 out of 100, reflecting a campaign that executes its integrated brief competently and with genuine craft in the film, while stopping short of the creative risk-taking that tends to generate lasting cultural impact.
The 'Can Do' campaign is a 2022 integrated brand effort from O2 Telefónica Germany, created by Serviceplan Bubble. It launched in Germany in September 2022 across television, cinema, print, audio, digital out-of-home, social media, and points of sale, reasserting O2's long-standing optimistic brand philosophy around digital networking.
Serviceplan Bubble created the O2 'Can Do' campaign. Plan.Net Berlin and Neverest contributed to integrated channel implementation. Global Chief Creative Officer Alexander Schill and Managing Creative Partners Leif Johannsen and Patrick Matthiensen led creative direction, as documented by house-of-communication.com. The branded film was directed by Salomon Ligthelm and produced by Markenfilm Hamburg.
O2 Telefónica Germany launched the 'Can Do' campaign on September 6–7, 2022, according to house-of-communication.com. HORIZONT covered the launch on September 7, 2022, describing the work as a manifest against pessimism and positioning O2 as an enabler brand within Germany's competitive telecommunications market, per horizont.net.
The 'Can Do' philosophy positions O2 as an enabler of ideas and digital connectivity. Michael Falkensteiner, Director Brand and Marketing Communications at O2 Telefónica, stated the claim has been anchored in people's minds from the beginning and carries the brand's internal culture outward, demonstrating the importance of digital networking in Germany.
Deutsche Telekom held 37.3% mobile-network-operator service-revenue share in Germany across Q1–Q3 2022, against Telefónica Germany's 32.9%, according to report.telekom.com. O2's 'Can Do' campaign responds to this competitive gap by claiming an attitudinal brand territory — optimism and enablement — rather than competing directly on network performance metrics.
The O2 'Can Do' campaign received a Clapboard Score of 60 out of 100. The score reflects competent integrated execution and genuine craft in the branded film, directed by Salomon Ligthelm, while noting the campaign does not take the creative risks that typically generate lasting cultural impact beyond Germany's advertising industry.
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