In April 2008, O2 set out to get us thinking about how we capture and store our personal memories.O2 collaborated with leading interactive artist Jason Bruges to create a piece of work inspired by one of its own products: Bluebook - free online storage of texts, numbers and photos.This campaign was designed to form a true emotional connection with people by creating a rich digital and real world experience. By prompting thought and discussion through the experience, Bluebook from O2 is presented as a natural step in memory collation.

The Memory Project was designed to encourage people to willingly engage, interact and participate.The physical installation - a 10ft high ‘cyclorama’, camera-captures panoramic images from its location every minute. Each image, a ‘memory ring’ is displayed within the interior of the structure. Heat sensors in the structure detect the movements of visitors and allow the participant to reveal previous images through their movements, effectively travelling through time.Each memory ring is immediately uploaded to www.o2memoryproject.com where visitors can explore captured moments. Visitors can create Memory Rings from personal locations via a webcam or Facebook photos.