For O2 Telefónica’s 'The Better-Than-You-Think Network' campaign, the familiar signal bars become oversized blue protagonists that are impossible to miss. Retouched-Studios was responsible for the post production of the campaign visuals.
The campaign was photographed by Jen Krause c/o Room 6. The monumental blue signal bars appear in places where you might not necessarily expect great reception: between the seats of a train, in an underground car park or right in the middle of nature. Retouched-Studios handled the post production, seamlessly integrating the oversized O2 network visualization into the different environments.
Behind 'The Better-Than-You-Think Network' is a wide-ranging campaign for O2 Telefónica Germany that deliberately plays with the network’s existing image. Rather than avoiding old preconceptions, the campaign addresses them head-on with humor. O2 itself describes the approach as a mix of honesty, humor and modern storytelling, designed to close the gap between public perception and the actual quality of its network.
Creative responsibility lies with Leo Germany, with production by Sterntag and service production by The Lift.
