O2 offered free screen replacement with the latest iPhone, but with the TV campaign already made, media needed to turn that product promise into something people could feel instantly.
We broke the media. Billboards appeared shattered, posters cracked and digital screens glitched as though the advertising itself had suffered the drop every phone owner fears. Lenticular placements fractured as people walked past, turning static media into a live Oops moment before landing the relief O2 provided.

The campaign helped free screen replacement contribute to 70% of O2’s iPhone 8 and iPhone X sales, generated 190 million earned impressions and went on to win at Cannes, WARC and The Drum, which later named it Campaign of the Decade.

Role: Creative Lead