O2 goes native with new International SIM campaign

• New marketing campaign features original art from local artists
• Art created to reflect the artistic styles of Bangladesh, India, Pakistan, Poland and Romania
• Created to support O2 International SIM which allows calls to range of countries from 1p per minute

O2 today unveils its latest International SIM marketing campaign, which brings together specially commissioned pieces of art created by artists from Bangladesh, India, Pakistan, Poland and Romania. Each design is inspired by the cultural references of the artists’ native country, and features icons and patterns that unmistakably represent a particular culture.

The campaign was created to support O2 International SIM, which allows calls to be made from the UK to a range of countries from 1p a minute, including mobiles. Each unique piece of artwork will appear throughout the UK in outdoor, press placements and digital media.

The art will also feature in a TV advert appearing from 7 October onwards featuring music by Nitin Sawney, the multi-award winning composer of BBC’s BAFTA nominated series ‘Human Planet’. Nitin has also worked with artists including Shakira, Paul McCartney and Sting amongst others.

[youtube]http://youtu.be/lUM4CbXQI5s[/youtube]

Regional influences
O2 has commissioned artists from each country to use their heritage and imagery to create something that truly represents their home.

Bangladesh

Local artist Shuvo Arman has mixed folk and modern styles in his design of the famous Royal Bengal Tiger, created using mixed media on paper. “We’re proud of our long historical background of traditional crafts and colour,” said Shuvo. “When the Bangladeshi community sees the poster, I think they’ll be proud of it and the glory of Bangladesh.”

India

Award-winning pattern artist Humna Mustafa has created her piece using a sand art style called Rangoli. “Rangoli is traditionally drawn at entrances of Hindu temples and personal homes during celebrations,” said Humna. “My passion is creating patterns and understanding the traditional symbolism of them – I’m looking forward to being able to share what I love most with a large number of people.”

Pakistan

The famous and flamboyant Pakistani truck art inspired artist Anjum Rana to gather together a group of artists to create their unique artwork. “Each truck artist has their own designs and ways of painting,” said Anjum. “With its bright vibrant colours, you notice truck art as soon as you step out of the airport in Pakistan. I want to make this art style represented [sic] as widely as possible.”

Poland

Ola Niepsuj, a Warsaw based graphic designer and illustrator, has been inspired by a folk art style called wycinanka, traditionally used to decorate country houses. “The piece I did for O2 was based on the ‘kodra’, famous in Lowicz,” said Ola. “The pattern is boyant, vibrant and colourful. I hope it brings a smile to people’s faces and may inspire them to travel to Poland!”

Romania

Romanian artist Aitch creates clothes and toys shown in places like Berlin and Barcelona and has created a watercolour painting for her artwork. “I draw my inspiration frpm folklore and love getting lost in details and I really hope Romanians living in or passing through the UK will be able to identify with my illustration and enjoy looking at it.”

“We’re proud to be able to work with such a diverse range of artists to create individual art for five countries our customers love to call,” said Phil Maple, General Manager Consumer for O2 in the UK. “Our International SIM helps our customers stay connected to their friends and loved ones in their native country and we wanted to bring out the essence of each culture in this campaign.”

O2 International SIM allows customers to call from the UK to anywhere in the world from just 1p per minute, including mobiles, with texts starting at 10p per message. In addition, customers who top up £10 get free unlimited O2 to O2 texts and 50MB data, while those who top up £15 per month get free unlimited O2 to O2 calls and texts and 100MB data. Pay & Go customers already on O2 can switch to International SIM by calling 2202 or texting LINK to 21300 while those not already on O2 can order a free sim at www.o2.co.uk/internationalsim.

The creative was conceived and executed by VCCP and the media was planned and bought by ZenithOptimedia.