O2 Memory Man
The brief: to engage and excite a young, digital native audience about Bluebook, an O2 service that lets you store everything from your mobile safely online.
We started thinking about what would happen if you really lost your texts, photos, contacts and therefore your memories. With a small budget, we let the campaign spread virally, used no traditional advertising, and made everything in house.
It all revolved around a character called James, who loses his memory and asks the public for help via a blog and video diaries. The story motors through cars falling off cliffs, mysterious tattoos, corrupted URLs, and a cult believing life began on Jupiter's icy moon, before ending up in James's Bluebook.
People posted it on their own blogs and chatted about our character, the ideas, sci-fi, and more. Our favourite consumer quote: "There hasn't been sci-fi this good since Heroes disappeared on us".