Everyone fears cracking their phone. O2 offered free screen replacement when you bought the latest iPhone. The TVC was already shot, and O2 asked us to use media to make that promise famous. At Havas, I came up with a simple idea that broke it wide open...

The idea was simple, break the media to make people feel the moment a screen shatters, then land the relief O2 provides. We broke billboards, cracked posters, and glitched DOOH so the ads looked damaged. Large lenticular sites fractured as you walked past, turning a static placement into a live Oops moment. We put the work in high footfall locations and commuter pinch points, so the idea met people where drops happen most.

This became 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.