Back in 2005, the opportunity to define the brand experience at exhibitions and trade fairs for o2 arose. To construct a physical experience for a brand, without a visible product is a challenge. The answer was to create a physical picture everyone could see and relate to: the media cloud. With 28,000 LED rods, swaying over the visitors of CeBIT 2005, a memorable sculpture that let the crowd experience communication and managed to create a physical symbol for a previously invisible product.
Serving as a giant screen for content that the visitors could interact with. They sent text messages into the cloud, which spread their words all across the exhibition. Through the media cloud, the first symbol for the cloud could be defined, a decade before cloud computing even became feasible.