This cracked screen billboard isn't real, but O2 wants to tell customers that it has your back if your phone's screen cracks

These cracked billboards, now on display in London, might be a familiar sight writ large. U.K. phone carrier O2 sympathizes with everyone who’s dropped their phone, causing the screen to crack. As a result, O2 decided to cover their customers’ Oops moments with a new campaign. With ad agency VCCP, the company is spreading the word that it will start offering free screen replacements for recent phones.

At the Waterloo and St. Pancras stations in London, digital billboards make it look as though a screen is actually breaking. Other billboard ads in the city are collapsed off their stands, while a video ad shows different scenarios that cause people to drop their phones.

O2 | VCCP

These cracked billboards, now on display in London, might be a familiar sight writ large. U.K. phone carrier O2 sympathizes with everyone who’s dropped their phone, causing the screen to crack. As a result, O2 decided to cover their customers’ Oops moments with a new campaign. With ad agency VCCP, the company is spreading the word that it will start offering free screen replacements for recent phones.

At the Waterloo and St. Pancras stations in London, digital billboards make it look as though a screen is actually breaking. Other billboard ads in the city are collapsed off their stands, while a video ad shows different scenarios that cause people to drop their phones.