O2 – “Stuck”

O2 ran their second national burst of their Choose campaign with the launch of the fantastically creative “Stuck” special build billboards, promoting their yearly upgrade.

The tongue-in-cheek special builds were created exclusively by Clear Channel’s Create team and play on the visuals and copy of the creative. These also ran alongside campaign bookings on our roadside digital Storm and Adshel Live sites. These were booked in AdCity, Havas UK, and VCCP.

The selection of 96 and 48 sheet billboards were situated in prime metropolitan locations and were manually stripped back to their chipboard base. The printed creative was then casually applied on top, as if it’s been physically stuck to the panel using masking tape – the same as used to write the tag line.

The miniature one-sheet billboard was also specially built for this campaign. The highly recognisable creative got its very own bespoke frame and was comically stuck in-between two 48-sheet billboards.

The campaign, running from February 26^th, were accompanied by the return of the “Oops” ‘broken’ billboards, built in a number of key prime locations. Oops ‘broken’ billboards received much attention toward the end of 2017 – a simple and effective visual by VCCP, given an additional Out of Home creative twist by a number of special builds around the UK. Campaign named it their number one outdoor ad of 2017!

This was a great project to be involved in, with the Create Team working closely with the rest of the Clear Channel team, as well as the specialists, agency, and creative agency. Not only were the “Stuck” special builds incredibly creative and original in their own right, it was fantastic to be adding another Out of Home twist to an already fantastic campaign.