CITYRINGLIGHT

Creative idea

One of the bravest things online today is simply showing up. O2's platform 'Courage' is about the push that gets you past that first step. So we took the most passive medium in advertising, the OOH panel, and made it the active tool of the campaign. The O2 logo already looks like a ring light, so at night we made it one: low-light transparency around the logo, a phone holder in the middle. The classic citylight became CITYRINGLIGHT, both the carrier of the campaign and its creative instrument. People didn't just see our media. They used it to make their own.

Brand name: O2 Slovakia
Advertiser / client: O2 Slovakia
Product / service: Launch of the Courage communication platform
Campaign name: CITYRINGLIGHT
Agency network: INDEPENDENT AGENCY
Agency: THIS IS LOCCO, Bratislava
Agency chief executive officer: Rastislav Bahurinský
Creative director: Juraj Kováč
Art director: Martin Jaňák, Marek Sivy, Filip Dočekal, Michal Döme
Copywriter: Michal Roháček, Erik Oravec, Dano Vachuna, Romana Kádeková, Matúš Igaz
Account director (agency): Diana Hromeková, Zuzana Lempochnerová
Strategic planner / strategist: Juraj Kováč, Lenka Dzurendová