Mach Auf Ernst

Spec Campaign , 2024,

Creative Concept

You don‘t have to pay for a phone, you already own!

O2 is the only provider that separates the installment payment for a device from the monthly rate. That means: as soon as you have paid your phone off – it is yours. The only problem is that hardly anyone knows this.

Building a story around a money-saving app, the well-known character Ernst appears in a new light. Dressed in shining white, he shows us how he doesn’t pay for his phone and now spends his wealth on other things. But he’s not the only one who gets it – many others do too. In an immersive out-of-home campaign, Ernst becomes a symbol for freeing up money for the truly important things in life instead of spending it on a phone.

Art Direction & Concept / Elea Lackner