Crit..

After talking to Lorenzo today, we realized that we really needed to clarify our concept and it would make it alot easier and clearer for us.

So here goes..

You can't understand someone or somewhere without understanding their way of life, their values and their beliefs. We aim to advertise the O2 'your country' offer by highlighting the everyday cultural differences between the UK and a selected country, causing the audience to be intrigued into different ways of life, wanting to connect to other countries and learn more.

We feel the best way to get this message across would be to catch our audience off guard, and place our advertisements in secluded environments, where they have no choice but to look at the advertisement, such as lifts, telephone boxes and toilet cubicles.