Czech entertainment had long been divided. O2 TV owned live sports. Voyo owned streaming. Now, for the first time, they were becoming one and an entire nation of 10.5 million people needed to understand why that was an upgrade, not a compromise. We built a creative platform as boundless as the brand itself: the Oneplay Elevator. One recognisable space, infinite destinations. Doors opening to every corner of entertainment, and the country's biggest stars along for the ride.
The Oneplay Launch
Two platforms became one brand. One elevator delivered it to the nation.
Client
- Oneplay
Office
- Prague
O2 TV and Voyo were merging into a single new brand: Oneplay. Two beloved platforms, two loyal and distinct audiences neither of whom had asked for change. Linear TV loyalists were suspicious of streaming. Streamers were averse to disruption. In a market of 10.5 million people, we had to launch a brand no one had heard of and make everyone feel this wasn't a compromise, but an upgrade. We couldn't just blend the old identities. We had to elevate them, positioning Oneplay not as a utility, but as a premium destination for all of Czech entertainment.
Entertainment categories default to the same tropes: montages of content, screen-in-screen demos, familiar voiceovers listing features. We rejected all of it. Instead, we looked at what Oneplay actually represented, the sheer, range of live sport, news, reality, drama, and film colliding in one place and asked: what's the one space where wildly different worlds naturally converge? An elevator. Strangers forced together. Awkward glances. Unexpected chemistry. It mirrored Czech humour perfectly, dry, surprising, "wait… what?" energy, while giving us a modular vehicle that could grow with the brand for years.
We built the Oneplay Elevator: one recognisable space, infinite destinations. Doors open to newsrooms, stadiums, ancient Rome, glittering reality sets. Real national icons — football legend Petr Čech, breakout star Oskar Hes, the nation's most trusted news anchor — share rides with fictional characters: soldiers, deep-sea divers, nuns, vikings. The elevator wasn't just a TVC device; it became the brand's core creative platform and motion system, flexing seamlessly across film, OOH, radio, print, metro takeovers, and digital. Everywhere Oneplay showed up, the elevator delivered. One simple, elegant promise at the push of a button: we deliver all your favourites.
Independent Kantar testing showed 8 out of 10 Czechs understood the merger following the campaign, exceptional cut-through well above national norms. By end of 2024, Oneplay was the most downloaded app in Czechia across both App Store and Google Play. It became the country's number one streaming service, leapfrogging Netflix with 1.5 million subscribers. The campaign was recognised among the Top 10 Czech ad campaigns of 2025 by Mediar.cz.
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Awards
ADC Czech Creative Awards
Film: Medium format (16-60")
Bronze
ADC Czech Creative Awards
Film craft: Production Design
Silver
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