The stunt involved buying four modified billboards in London and one in Liverpool – some have been surrounded by safety barriers to heighten the 'accidental' feel.
Twitter users have debated whether these were deliberately displayed in this way.
It definitely isn't. You'd never get it past health and safety...— James Cracknell (@JollyJourno) August 29, 2017
However, tweets from O2 itself and outdoor media owner Primesight make it clear that this was a planned effect.
Accidents can happen! https://t.co/X6ulG6m4rg— O2 in the UK (@O2) August 30, 2017
The stunt is understood to be the first stage in a new campaign for O2, which is likely to involve creative agency VCCP and PR partner Hope&Glory among others.
A version of this article was first published by PRWeek