o2 is one of the biggest telecommunication providers in Germany. It has always used the claim: o2 can do. It expresses the brand's aspiration to constantly question the rules of the telco market in order to improve them for its customers. But can do should also inspire the more than 7,000 employees.

CAN DO DECODED is the first brand book that contains the DNA of real game changers – extracted from buccal swabs. The DNA of outstanding personalities who have changed the world for the better. Like o2, they also carry the game changer gene. To decode what it takes to be a game changer, we mixed actual DNA samples of five disruptive personalities – and with them the game changer gene – into the printer ink. Detectable in every drop of ink the DNA manifests the brand’s game changer claim.

Bestselling author Benjamin von Stuckrad-Barre has interviewed the game changers and portrayed them in literary terms. Each chapter became a can do story that stands one-to-one for the brand's attitude and values – individual in design, paper selection and print finishing.