O2 Telefónica

The Impossible Wave

Agency: Serviceplan Group


German big wave surfer Sebastian Steudtner may have surfed his biggest wave ever during this season's XXL swell in Nazaré, Portugal. Steudtner conquered a giant wave that was measured at 28.57 meters. The current world record, also held by Steudtner, stands at 26.21 meters and was surfed in Nazaré in 2020. Official confirmation of new world records is the responsibility of the official sports federations and is expected in November.

O2 and Serviceplan Bubble were on site to cover the ‘can do’ moment of the reigning world record holder. The precise timing was not clear up until shortly beforehand – after all, a potential world record wave is only announced around five to ten days in advance and cannot be reliably predicted until the day of the world record attempt.

On 24 February, fans of big wave surfing were able to follow the action on the O2 channels in real time. As a result, millions of viewers became actual eyewitnesses as Sebastian Steudtner pushed the boundaries of what was previously possible. Watch the case film here.

“Surfing is a perfect match for our unique 'can do' spirit. With our engagement in the sport, we want to inspire people and encourage them to push the boundaries, to make the impossible possible. Sebastian's extraordinary 'can do' mindset is what brought him here. That day, he rode the biggest wave ever. We are very proud that we have been by his side and look forward to many more 'can do' moments with him,” says Verena Zerlin, Head of Brand Media & Sponsoring at O2 Telefónica.

Sebastian Steudtner on his mission: “My 'can do' mentality has pushed me to keep going, pushing the boundaries and at the same time giving something back to the ocean. My journey has been full of 'no's' that have made me say 'yes' to my dream loud and clear. 'can do' perfectly mirrors my attitude of defining possible: nothing is impossible if you believe in your dreams and work hard for them.”

Over the past few months, O2 has built up its surfing community through a social media campaign by Serviceplan Bubble, focusing on the ‘o2cando’ social media channels on YouTube, Instagram, Facebook, and TikTok as well as on Impressions were also shown in the O2 Studio in Berlin.

A variety of content pieces allowed the target audience to experience Sebastian Steudtner's life and his 'can do' journey. Social native formats such as the 'Weekly Photo Dump' trend on Instagram and other trend formats tell the story of Sebastian's journey and show him from spectacular perspectives on the water or during preparations with his team. A reel published on Instagram showing Sebastian Steudtner on the 28.57-meter high wave went viral with almost 9 million views and 80 thousand reactions.

This professional campaign titled 'The Impossible Wave' was published in Germany in June, 2024. It was created for the brand: O2 Telefónica, by ad agency: Serviceplan Group. This Film medium campaign is related to the Electronic Devices and Sports industries and contains 1 media asset. It was submitted about 1 month ago.


O2 Telefónica

Markus Haas: CEO
Andreas Laukenmann: CCO
Georg Ludwig: Acting Director Brand & Marketing Communications

Agency: Serviceplan Group
Alexander Schill: Serviceplan Bubble
Lars Holling: Managing Partner
Leif Johannsen: Managing Creative Partner
Patrick Matthiensen: Managing Creative Partner
Saskia Kroschewski: General Manager
Georg Doyle: Senior Account Manager
Pavel Bondarenko: Executive Creative Director Art
Daniel Steller: Executive Creative Director Copy
Mareike Dubbels: Senior Art Director
Ilaria Narducci: Art Director
Ana Doga: Art Director
Tudor Cucu: Head of Design
Holger Diesinger: Senior Copywriter
Alexandra Beck: Senior Copywriter
Fiona Cindori: Senior Account Manager
Sebastian Tomaszewski: Content Director
Ngoc Diep Tran: Senior Performance Manager
Mona Pietsch: Brand & Strategy Director
Niat Asfaw Graca: General Manager
Luca Thaesler: Senior Art Director
Gülsah Borchardt: Senior Social Media Manager
Giuliana Jelko: Creative Director
Ann-Kathrin Reiher: Account Director
Roni Tosun: Motion Designer
Daphne Deusinger: Junior Copywriter
Lukas Abeln: Art Director
Christian Necker: General Manager

Serviceplan Make
Christoph Köhler: Agency Producer
Katrin Petersen: Producer
Celina Schulz-Sophie: Junior Producer

Film Production: BWGTBLD GmbH
Maceo Frost: Director
Konstantin Mazov: DoP
Jakob Preischl: EP
Melis Celebi: Producer
Stevie Sapiano: Post Producer
Ava Doorley: Production Coordinator
Betul Uyar: Production Coordinator

Composer: Baby Tortellini / Gustav Karlström

Sound Design
Staub Audio / Moritz Staub


Havas Media Germany
Michael Sack: Director Consulting
Freya Strohmeier: Group Head
Jacqueline Roth: Senior Consultant

Influencer Agency

YouTube Agency
C3 Creative Code and Content GmbH

Live Stream
ifbbw Institut für Bildbewegung GmbH & Co KG


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