02

Decode Nothing

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Overview

O2 launched an integrated campaign in partnership with its agency of record VCCP London and Havas Media UK (part of Havas Media Group UK) to promote its exclusive collaboration with Nothing, a London-based company redefining the relationship between people and technology. The campaign positioned O2 as the UK’s most innovative telecommunications brand, highlighting its commitment to combining technology and art.

Client:

O2 UK

Year:

2023

Category:

Advertising

/

Content

Location:

London, UK

The Challenge

To amplify the partnership, O2 commissioned creative designer Anderion De Castro to produce a series of bespoke digital artworks. Each piece incorporated coded designs, which, when solved, revealed hidden messages. These interactive art assets featured the O2 logo and doubled as NFTs, offering the first successful code-crackers unique digital collectibles viewable on Nothing’s NFT gallery.

The Solution

The campaign rollout included high-impact guerrilla projections in London, Birmingham, and Manchester, ensuring maximum exposure in key nightlife and entertainment districts. Alongside this, a comprehensive media strategy activated placements across DOOH, social platforms (Instagram, TikTok, Reddit, YouTube, Twitch), and immersive gaming environments such as Roblox, Paladins, SMITE, and Rogue Company.

The Result

The initiative not only marked O2’s entry into the NFT space but also demonstrated its ability to push creative and technological boundaries. Through a blend of physical activations, digital innovation, and gaming integrations, the campaign captured public attention, drove intrigue, and reinforced O2’s positioning as a leader in connectivity and customer innovation.

Legal Notes

This case study reflects a campaign led by O2 in collaboration with VCCP London, Havas Media UK, and partner studios. A member of our team contributed to the delivery of this project while engaged with the agencies involved.

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,

This case study reflects a campaign led by O2 in collaboration with VCCP London, Havas Media UK, and partner studios. A member of our team contributed to the delivery of this project while engaged with the agencies involved.

Avatar

,

This case study reflects a campaign led by O2 in collaboration with VCCP London, Havas Media UK, and partner studios. A member of our team contributed to the delivery of this project while engaged with the agencies involved.

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,

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Amanda Ferguson

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