Mobile giant O2 were relaunching their brand in a desire to demonstrate how they were more than just a network.
Rather than simply concocting another marketing campaign telling people that, we thought we could do something entirely different.
This seemed like a great time for O2, as the UK’s biggest network to take a big step back and examine the role of the mobile phone in 2016 Britain. After all, In just ten years, mobile phones have changed everything. From relationships, to table manners to selfies on the toilet, we set out to discover the #newnormal way mobile phones have become a massive part of our lives.
We started by creating a survey the nation to discover Britain’s #newnormal. Asking people candid questions about the role their mobile plays in their lives.
The survey, which included questions like ‘Is it better to sext or have sex?’ and ‘Is it ok to use your phone on the toilet?’, or ‘What would you rather give up forever; your phone or your car?’ unearthed some eye-popping stats that we used to create an infinite stream of social content, including gifs, quizzes and targeted twitter polls.
At the same time we worked with BAFTA award-winning director Stevan Riley to create a set of three short documentaries exploring Britain’s #newnormal. We combed the country interviewing an enormous range of people, with each film exploring a different part of our relationship with our phones. The interviews were filmed primarily on mobile phones, on location. Needless to say it was hard work. We ended up with hours of wonderful footage on the cutting room floor, but the results were genuinely thought-provoking films.
This was the first time ever a mobile network had led the discussion about the positives and negatives of mobile technology, and led a huge number of people to reappraise O2 and re-examine their own relationship with their phone.
The #newnormal continues, as an editorial partnership with Vice.