"The idea behind the campaign seems to be that mobile users don't ever bother remembering a number, they just put it in the phone's memory and then forget all about it - hence the message in the sand gradually being washed away by the sea. In the scrap to be the directory enquiries number of choice (which 118 118 looks to be winning pretty comfortably), this seems like a crafty idea.
"Of course, it looks great from up here, and would certainly add to the Bank Holiday vista from Blackpool Tower, but I'd imagine it's less effective when covered in donkey cack and viewed from a deck chair."
Medium: Ambient advertising on Blackpool beach
Media planning and creative: John Vinton and Martin Lithgoe at Archibald
Brief: Reinforce O2's message of 'Save it. Forget it' with creative that