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ANDY Awards

Creative Award
New York, United States
Telefónica Germany / o2 Deutschland - "The Visible Net (Board)" by ANDY Awards 2022

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TitleThe Visible Net (Board)
Agency
Campaign The Visible Net
Advertiser O2 - Telefónica Germany Gmbh & Co.
Brand Telefónica Germany / o2 Deutschland
Date of First Broadcast/Publication 2021 / 12
Business Sector Telecommunications Services
Story It has never been harder to convince people. No matter if it’s news, science or marketing, people have a hard time believing what they are told. This is a problem. Especially for telco providers when they want to communicate their most precious asset: their network. The communication relies heavily on proofs, tests and awards – and the belief of the people in it. That’s why we went one step further. And made the invisible visible. To give people the best quality proof ever. Introducing: “The visible net”. The world’s first 5G network made visible. A unique data visualization campaign that unifies real network data, cutting-edge technology and photography. And that turns 5G into art. Data Driven Strategy: We went to various locations all across Germany and measured our 5G network using network analysis apps. A transmitter sent the raw data to a computer, where an algorithm translated the network data into light. The light data was then transmitted to a control box attached to a 10-meter LED pole hanging underneath a heavy-duty drone. The better the net, the more LEDs were activated. Creative Use of Data: To make our 5G net visible, the drone flew artistic flight paths. Using long exposure technique, famous photographer Kai-Uwe-Gundlach was able to capture these paths – and create unique photo motifs showing our 5G network. The campaign was visible everywhere in Germany. On posters, magazines and social media. On TV and at the point of sale. It reached all targets groups on all relevant channels. Creating a reach of almost 700 million, 71 million online impressions and over 285,000 link clicks within the first month. And delivering the most striking proof of how good our 5G network is. By letting people see it with their own eyes.
Philosophy 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. With the aid of long exposure, photographer Kai-Uwe Gundlach was able to create a visible network from the light patterns of the LED bar.
Media Type Case Study
AI Description The campaign, titled "The Visible Net," creatively showcases Telefónica Germany's 5G network. By collecting real-time network data and translating it into visual art using drones and LEDs, the campaign turns connectivity into a visible spectacle. Beautiful long-exposure photographs capture these illuminated paths over various German landscapes, seamlessly merging technology and art. Through striking visuals in urban settings, this initiative bridges technology and user trust, appearing across diverse media channels.
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