© Background by Joshua Keisers
DISCIPLINES • Brand Experience •︎ Creative Concept & Strategy •︎ Branding
INSIGHT
O₂ operates its own music studio in Hamburg to embody its "can-do" spirit in urban culture. However, the studio is not easily accessible for emerging artists across Germany.
IDEA
To empower German music newcomers, we brought the O₂ Music Studio on Tour: a mobile recording booth traveling nationwide, giving talents everywhere a chance to break through.
EXECUTION
We partnered with hip-hop legend Kool Savas to promote the tour. In each city, we scouted three finalists via social media. Ultimately, Kool Savas personally selected one winner to feature on a professionally produced track at the O₂ Music Studio in Hamburg.
O₂ operates its own music studio in Hamburg to embody its "can-do" spirit in urban culture. However, the studio is not easily accessible for emerging artists across Germany.
IDEA
To empower German music newcomers, we brought the O₂ Music Studio on Tour: a mobile recording booth traveling nationwide, giving talents everywhere a chance to break through.
EXECUTION
We partnered with hip-hop legend Kool Savas to promote the tour. In each city, we scouted three finalists via social media. Ultimately, Kool Savas personally selected one winner to feature on a professionally produced track at the O₂ Music Studio in Hamburg.
the TEASER TOUR START
the Locations
"Beats ’n’ Buckets" in Munich
"Turn Up Festival" in Bremen
"Reeperbahn festival" in Hamburg
"Beats ’n’ Buckets" in Munich
"Turn Up Festival" in Bremen
"Reeperbahn festival" in Hamburg
Recap "Beats ’N’ Buckets"
Recap "Turn Up Festival"
The contestants
The winner ANNOUNCEMENT
YAKO OK
..., a young Gen-Z artist with no prior industry experience, won the first contest with his standout bars and unique voice. He recorded "okayletsgo", a duet with Kool Savas built around a viral internet meme sample, seamlessly blending meme culture with hip-hop. Kool Savas’ team produced a music video for the single, which garnered 130,000 views on YouTube – proving O₂’s ability to spot and elevate raw talent while pushing the boundaries of urban music.
..., a young Gen-Z artist with no prior industry experience, won the first contest with his standout bars and unique voice. He recorded "okayletsgo", a duet with Kool Savas built around a viral internet meme sample, seamlessly blending meme culture with hip-hop. Kool Savas’ team produced a music video for the single, which garnered 130,000 views on YouTube – proving O₂’s ability to spot and elevate raw talent while pushing the boundaries of urban music.
The release "okayletsgo"
Credits
Agency: Serviceplan Bubble
Art Direction: Lukas Abeln and Natasha Pramanik
Copywriting: Damla Karaca
Creative Direction: Niat Asfaw Graça
Social Media Coordination: Nataliya Bodnar, Léonie Quéro, Gülsah Borchardt, and Diep Tran
In collaboration with O₂ Music Studio Hamburg by DIY and Kool Savas’ creative team
Client: O₂
Published: 2025
Agency: Serviceplan Bubble
Art Direction: Lukas Abeln and Natasha Pramanik
Copywriting: Damla Karaca
Creative Direction: Niat Asfaw Graça
Social Media Coordination: Nataliya Bodnar, Léonie Quéro, Gülsah Borchardt, and Diep Tran
In collaboration with O₂ Music Studio Hamburg by DIY and Kool Savas’ creative team
Client: O₂
Published: 2025