With 'The Visible Net campaign of O₂ and Serviceplan Bubble, the fast download speed of the 5G network can now also be experienced visually. To achieve this, innovative technology was combined with artistic skills. As a first step, the O₂ network signal was measured in various locations in Germany. Then, the data was transmitted to an LED bar hanging underneath a drone which converts the data into light impulses. The stronger the network signal, the brighter the light.
'5G' is omnipresent in current telco advertising. For quite some time, the new technology has been hailed as the enabler of amazing improvements for businesses and consumers. But until now the term has mostly remained abstract, and its actual effectiveness was almost exclusively known to the tech-savvy. For everyone else it remained merely a buzzword.
‘The Visible Net’ by Serviceplan Bubble for client O2 turns something invisible and strictly technological into beautiful pieces of live-art, that are not only unique and awe-inspiring but also show for the first time ever, the quality of signal and bandwidth in a way that we can witness with our own eyes – not simply as little bars in the corner of our smartphone screens.
Christian Hellinger, Managing Director of Wien Nord Serviceplan, is an agency partner since 2019 and is now on the management board in his role as Creative Director.
The BMW Museum of Sound NFT collection is a unique art series that depicts the sound of BMW M engines through the use of a bespoke data-visualizer. The project aims to immortalize the iconic sound of the M combustion engine as we head into an electric future. The recordings for these 19 NFTs were done on location at Dubai Autodrome in cooperation with various BMW M owners.
NFTs represent real works of art in the nascent ‘crypto economy’. It’s very interesting to apply such a contemporary language to a theme as ancient as memory and the archive of emotions. All this is combined with the issue of audio: I consider sound and audio an often-underestimated heritage in advertising. In the automotive world, the ecological transition of engines will transform an entire soundscape, preserving it is a strong gesture.
Stefania Siani is CEO and CCO of Serviceplan Italia. She is President of ADCI (Italian Art Directors Club), and founder of the “equal award” to promote gender equality and equality through communication.
On September 4th, 2021 in Istanbul, World-famous Red Bull Athlete and aerobatic pilot Dario Costa accomplished a hair-raising stunt in his racing plane. He defied all odds to become the first person ever to fly a plane through a tunnel and set five world records in the process. Dario and Red Bull brought the guts and creative agency Wien Nord Serviceplan together with brand partnership specialist Now Serviceplan provided the right backup for him to turn a dream into a success story.
At industry shows today, one could argue that the word ‘brave’ is thrown around quite generously. Which makes it very important to reframe the notion of risk when you come across something like ‘The Tunnel Pass Project’. So, let’s see what was on the line to pull this off; about 14 months of planning, the reputation of two agencies and three world renowned brands, a bunch of moolah and of course, the daring pilot’s (gulp) physical well-being. No wonder then that it captured the imagination of media and viewers all over the world and broke five world records. The only way it could’ve got any more attention is if things went south. This work literally flies in the face of ‘case-film’ brave. This is ‘real-life’ brave. And for that, I tip my hat to all involved and specially to Dario Costa, you bat sh*t crazy maverick of mavericks.
Akhilesh Bagri started his journey in advertising in Mumbai at a malleable age of 17, before which he was a full-time teenager. A copywriter by trait he has worked at various acronymed and unacronymed agencies such as DDB, BBDO, JWT, McCann and Leo Burnett. Today, he is the Chief Creative Officer of Serviceplan Middle East.