‘If you’re going to do it, do it at The O2’

This week AEG launches a new campaign to make The O2 a destination beyond just live music. 

‘Iconic’ is a much over-used word these days, but The O2 can genuinely claim to be one of the most iconic venues in the world thanks to its design.

Although renowned for its title as the world’s busiest music venue, The O2 offers visitors a multitude of entertainment experiences under one roof, and an increasing proportion of its 9 million yearly visitors are now non-music visitors.

AEG challenged VCCP to develop a campaign that highlighted this range of experiences offered – from comedy to eating out, bowling to film, drinks to live music driven by the agency’s strategic idea that “if you’re going to do it, do it at The O2.”

Conceived by VCCP London and shot by Stockholm-based photographer Carl Kleiner, the series of seven posters and digital placements will be rolled out print, out of home and digital media over the next few months. 

The campaign uses the circular design of The O2 as the inspiration for a series of graphic posters. The simple, impactful posters take a single object, including a bowling ball, film reel and a microphone, and use it to highlight all the different offerings available. 

The creative team and Kleiner developed the project using a mixture of models and lighting, resulting in a clean, graphic aesthetic for the series.

“We wanted a campaign that connected with our customers, reminding them that we offer so much more than music. Over the past seven years The O2 has established itself as a destination for entertainment seekers and I’m delighted that this unique, yet broad, offering is reflected in the creative design of the campaign,” says Julie Arnott, Marketing Director at The O2. 

Jim Thornton, Creative Director of VCCP added, “With an execution for film, comedy, food, drink, music and the recently opened Brooklyn Bowl, the agency wanted to let people know, ‘if you're going to do it, do it at The O2.’ The O2 is a unique shape and recognised all over the world. So we used the aerial representation of the venue as a motif throughout the campaign”. 

Kleiner said “It’s a really fun and inspiring project to be involved in. I hope this is the beginning of a long collaboration.” 

The communications are the latest in the rebrand of the venue after VCCP pitched for the work in late 2013.