Rewind will be a retrospective of the last 40 years of British Design and Art Direction's awards scheme, known as the 'Yellow Pencils'. These are known as the Oscars for the ad and design industries, and have run annually since 1963.
As part of its sponsorship, O2 will bring a number of interactive elements to next month's exhibition. These will include a people's choice vote, where visitors can vote for their favourite exhibit by texting a three-digit code; an audio guide to the exhibition, which can be heard via mobile phone; and an interactive guestbook, which makes use of the new MMS technology and lets visitors take pictures of themselves.
O2, which was rebranded from BT Cellnet this year, had a big success with its sponsorship of the third Big Brother series on Channel 4.
The exhibits at Rewind will focus on a wide range of disciplines, including TV and print ads; product design and even music videos. It will include the 1970s Pregnant Man poster by Cramer Saatchi for the Health Education Council and the controversial Greenpeace advertising campaign, Dumb Animals, by David Bailey.
The exhibition begins on November 7 and will run for three months in the V&A's new contemporary space.
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