Everyone fears cracking their screen. So we turned those oops moments into unmissable media, highlighting the relief only O2 could offer.

We broke the medium itself. Billboards appeared smashed, DOOH screens glitched and “fell apart,” and lenticular posters cracked as people walked by. Real-time data placed executions in high-risk locations. Social feeds flooded with epic phone-fail clips, repurposed into must-watch branded content.

The result? O2’s most successful integrated campaign. 70% of iPhone sales. 190M earned impressions. Gold at The Drum, Outdoor Media Awards, WARC. Silver at Cannes Lions. Named The Drum’s Campaign of the Decade.