March 15, 2010
Michael Schnabel finds the intersection of fine art, photography, and advertising in the latest campaign by VCCP Berlin for O2 in Germany. Owned by Telefónica, O2 is a leading provider of mobile phones and broadband in Europe. The tagline for the campaign reads “Creating new paths, so that you have it easier,” showing that O2 is willing to go the extra mile for the consumer.
The images are expansive landscapes that have objects within them that could be viewed as ordered randomness. Ladders, lamps, umbrellas, and chairs all seem casually placed but draw a definitive line for the eye to follow. Says Schnabel, “[The advertising agency] wanted to have the objects embedded in nature as if an artist had laid out an installation and then a photographer happened to pass by and shoot them.”