The O2 Joggler campaign by Agency Republic (creative) and Zed Media was recently nominated for an Eyeblaster Award. This post is part of a series of interviews with nominees for a behind-the-scenes look at some of the best campaigns from 2009.
Thanks to Creative Director Anders Gustavsson from Agency Republic (left) for sharing his insights on the campaign.

What was the client brief for this campaign?
The O2 Joggler is part of bigger O2 initiative to offer more products and services designed for families. The Joggler is a wireless touchscreen device that offers a range of useful services for the whole family. A shared family calendar, view your family photos, listen to music, catch up on the latest news and live traffic updates.

For the launch of the Joggler we were asked to focus on the calendar feature and communicate how the Joggler can help organise family life.

How did you come up with the idea for the campaign?
We asked ourselves some key questions: Can we encourage people to think about how they organise their own family? Can we capture the feeling of hectic family life? Can we create an interactive challenge that ends in a seamless introduction to the Joggler.

The solution was a playful interactive challenge. Set in the familiar environment of a fridge door filled with post it notes, it’s your job to keep track of the escaping notes. How good are you at organising?

The Joggler offers you a convenient new way to organise your family.

What was the client response?
On brand and very well aligned with the tv ad. The execution really reinforces the core launch message: now there is an easier way to keep your family organised – The Joggler.

How did you integrate the campaign across channels?
The online execution makes use of the same visual treatment and uses the same core message as the TV ad (created by VCCP).

What’s the ‘next big idea’ from Agency Republic?
We are creating the worldwide launch campaign for an upcoming EA games title. As lead agency we will be working across the full gamut of media channels to create a truly integrated campaign, but our focus will still be on digital, highlights of which include some exciting social media ideas and a fully interactive version of the tv ad.