Fans want to get closer to the bands they love. O2 wants to help. Fortunately, 'Kids in Glass Houses' were up for doing something a bit different. So they teamed up with us to create the first O2 Tutorial – giving bands a way to teach their fans how to play their music the way they play it. Working with PD3, we created an interactive YouTube video. Four tiny cameras located on, and around, the bands’ instruments offered fans a unique insight into both the drum and guitar parts of the new single, ‘Not In This World’. To play along with either part, fans simply download the tabs, hand-made by the band. And if they're struggling, they can use the ‘Break it down for me’ feature to really master it.

O2 customers really love their music. So much so that we wanted to make the gigs they go to last longer. To do that we created O2 Academy TV. Helping fans do what they already do at gigs, but better. And allowing them get closer to their musical heroes. With ‘Fan Cam’, we mash together footage that people have shot with actual tracks recorded at the gig, creating a unique record of people’s favourite moments and songs. And ‘Shout Out’ booths at all O2 Academy venues mean that fans can leave their own video diaries which get uploaded to the channel. There’s plenty of exclusive footage too, including interviews and impromptu backstage performances. If you love your music, it’s paradise.

In early 2010, CoppaFeel a young, vibrant breast cancer charity approached us to help spread their message that ‘cancer isn't fussy about age’ to young women across the country.  We created ‘Boob Hijack’. Its mission: Hijack every single pair of boobs in Britain by stickering everyone from Lorraine Kelly to The Angel of the North.  A major part of this campaign was hijacking a live televised sex line with the help of X Factor voice over guy, Peter Dickson. The video made a huge impact and reached well over 250,000 hits in its first week and is still being viewed on blogs across the world.  Not bad for the price of a phone call. 

Priority, and O2 blueroom are all about giving amazing experiences exclusively to O2 customers.  We wanted to develop a competition entry mechanic that would engage this O2 audience and give them an out-of-the ordinary experience. We proposed using an image-recognition system to 'virtually' hide NYE tickets in the real world – using the existing Priority adverts as the portal to the events.  By taking a picture of a Priority advert and sending it to our shortcode as an MMS, or via an iPhone application, O2 customers could find out whether the advert hid a ticket to The O2. The result was revealed with a return image sent to the user showing their original photo, but now with fireworks exploding (if they won) or an Christmas scene (if they lost) revealed through the door on the Priority advert.  The site gave video instructions on how to enter, a map showing where all the Priority adverts were and allowed users to redeem their winning images for tickets to Elton John, Hed Kandi and 2manyDJ’s.  This was a first in advertising, using image recognition and on-the-spot processing technology to hide tickets 'virtually' in the real world. The buzz caused online was phenomenal, and we had over 4000 entries in two weeks.  We also generated over 50k’s worth of free media as a result of press coverage and shared content on music and technology websites. 

O2 asked archibald ingall stretton… to raise awareness of their music credentials and deliver a real experience for the brand thought - We’re better, connected.  We took the Indigo2 venue - the live music venue next to the arena in The O2 which has recently witnessed show-stopping sets from the likes of Prince, Crowded House and the Manic Street Preachers - and the simple premise - if you can fill it, you can win it.  Oh, and we flew in Moby, Anders Trentemoller and Mylo to DJ.  This was the ultimate test of popularity and social networking skills. c

Our Christmas present to our clients was a site controlling an industrial snow machine, which they were able to operate remotely (from as far afield as Sydney) to punish any ais staff who arrived to work late (and hungover).