The One Show
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Category
Books / Booklets / Brochures
Annual ID
OS24_PT050M
About the Work
Background
o2 is one of the biggest teleco providers in Germany. It has always used the claim: o2 can do. can do expresses the brand's aspiration to constantly question the rules of the telco market in order to improve them for its customers and become a game changer. But can do should also inspire the more than 7k employees. To this end, a brand book had to be developed.
Creative Idea
CAN DO DECODED is the first brand book that contains the DNA of real game changers – extracted from buccal swabs. The DNA of outstanding personalities who have changed the world for the better. Like o2, they also carry the game changer gene. To decode what it takes to be a game changer, we mixed actual DNA samples of the five most disruptive personalities of our time – and with them the game changer gene – into the printer ink. Detectable in every drop of ink the DNA manifests the brand’s game changer claim.
Execution
Bestselling author Benjamin von Stuckrad-Barre has interviewed the game changers and portrayed them in literary terms – from the founder of Wikipedia to the Burning Man organizer to one of the founding fathers of hip hop: Grandmaster Flash. In this way, each chapter became a can do story that stands one-to-one for the brand's attitude and values.
Each chapter got its own design language to underline the individual character of each game changer. The trajectory of the Fosbury flop – mimicked in the headlines. A homage to the first computer-readable script for Jimmy Wales in coding look. A play on the contrast between the grey of the streets in the Bronx in the 70s and handmade golden tags for Grandmaster Flash. Typography that shimmers in the desert heat of Burning Man. Persian script that hints at Enissa Amani's roots. All printed on a paper selection also based on the contents of the chapters.
The liquid cover contains the ink used to print the entire book. It hides the book title and only reveals it when the book is picked up. In the digital version of CAN DO DECODED, we have exploited the full potential of design through interactive scrollytelling.
o2 is one of the biggest teleco providers in Germany. It has always used the claim: o2 can do. can do expresses the brand's aspiration to constantly question the rules of the telco market in order to improve them for its customers and become a game changer. But can do should also inspire the more than 7k employees. To this end, a brand book had to be developed.
Creative Idea
CAN DO DECODED is the first brand book that contains the DNA of real game changers – extracted from buccal swabs. The DNA of outstanding personalities who have changed the world for the better. Like o2, they also carry the game changer gene. To decode what it takes to be a game changer, we mixed actual DNA samples of the five most disruptive personalities of our time – and with them the game changer gene – into the printer ink. Detectable in every drop of ink the DNA manifests the brand’s game changer claim.
Execution
Bestselling author Benjamin von Stuckrad-Barre has interviewed the game changers and portrayed them in literary terms – from the founder of Wikipedia to the Burning Man organizer to one of the founding fathers of hip hop: Grandmaster Flash. In this way, each chapter became a can do story that stands one-to-one for the brand's attitude and values.
Each chapter got its own design language to underline the individual character of each game changer. The trajectory of the Fosbury flop – mimicked in the headlines. A homage to the first computer-readable script for Jimmy Wales in coding look. A play on the contrast between the grey of the streets in the Bronx in the 70s and handmade golden tags for Grandmaster Flash. Typography that shimmers in the desert heat of Burning Man. Persian script that hints at Enissa Amani's roots. All printed on a paper selection also based on the contents of the chapters.
The liquid cover contains the ink used to print the entire book. It hides the book title and only reveals it when the book is picked up. In the digital version of CAN DO DECODED, we have exploited the full potential of design through interactive scrollytelling.
2024 Awards
Total Points: 3
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
Design Firm
Studio Oeding / Hamburg
Production Company
Buchbinderei Warnecke / Broderstorf
Drive by Heroes / Hamburg
Music / Sound Production Company
German Wahnsinn / Hamburg
Art Director
Stella Kornfeld
Global Chief Creative Officer
Alexander Schill
Illustrator
Silvia De Ventura
Photographer
Chris Noltekuhlmann
Producer
Fabian Koplin
Creative Director Art
Pavel Bondarenko
Creative Director Copy
Daniel Steller
Max Seidler
Creative Director Video
Dennis Fritz
German Chief Creative Officer
Till Diestel
Head of Design
Tudor-Ionel Cucu
Junior Art Director
Michał Kuśmierz
Tim Ballaschke
Junior Motion Designer
Margarita Nikolajeva
Senior Art Director
Jonas Bolzenius
Senior Motion Designer
Gergely Kozma
Senior Strategist
Kathrin Schneider
Account Management
Anna-Lena Munsch
Jennifer Grünsfelder
Johanna Pitz
Nico Lohmann
Art Buying
Jennifer Schulz
Katrin Grün
Author
Benjamin von Stuckrad-Barre
Client Service Director
Sabrina Schwartz
Co-Author
Katharina Bergmann
Director Brand & Marketing Communications
Michael Falkensteiner
Head of Brand Strategy & Brand Management
Jan Berndt
Literature & film agency
marcel hartges Literatur- und Filmagentur / Munich
Management Dick Fosbury
Ray Schulte
Management Enissa Amani
Erhan Dogan
Management Grandmaster Flash
Jack Rannells
Michael "RIP" Dunham Jr.
Management Jimmy Wales
Kerry Moores
Management Marian Goodell
Carly Rhodes
Megan Miller
Managing Creative Partner
Leif Johannsen
Patrick Matthiensen
Managing Director
Bettina Hartges
Holger Warnecke
Mark Siepmann
Myles Lord
Managing Director & Creative Direction
Katrin Oeding
Managing Partner
Kathrin Heinemann
Lars Holling
Matthias Bauss
Patrizia Caruselli
Owner
Tobias Rudloff
Print & media consulting
Julia Strauch
Printing House
Druckerei Siepmann / Hamburg
Project Manager
Katherina Vetter
Marcel Kohrs
Rights & Testimonial Clearances
Spark Marketing Entertainment / Hamburg
Sound Design
Massive Music / Berlin
Testimonial
Dick Fosbury
Enissa Amani
Grandmaster Flash
Jimmy Wales
Marian Goodell
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