TELEKOM → QUESTION TODAY. CREATE TOMORROW. TELEKOM → QUESTION TODAY. CREATE TOMORROW.
Telekom wanted to change its public perception and become more attractive to tech experts as well as a new generation of talents. To answer that, we created a campaign that only asked questions! What kind of questions? Any! And why? Because through the questions we ask, we convey Telekom’s values as a company and show the brand’s genuine interest in people.
Role: Concept + Copy
The core of the campaign was straight forward:
asking our target audience questions that challenged the status quo and made them see Telekom in
a new light.
asking our target audience questions that challenged the status quo and made them see Telekom in
a new light.
The goal was to craft a vibrant and colorful campaign
that breaks away from the brand's existing standards.
that breaks away from the brand's existing standards.
In total, we created over 100 assets covering various social media formats, website, and even offline materials. Thereby marking the exciting start of Telekom's rebranding journey as a top IT employer.
In order to ensure that the campaign maintained its cohesiveness and excels across various platforms, we created a comprehensive style guide. This guide serves as a compass for anyone engaging with the campaign, providing a wealth of information that meticulously outlines how the campaign should adapt and thrive in diverse media settings, step by step.
The people featured in this campaign are real Telekom employees because we wanted to celebrate the diversity of our client. To do that, we held two photoshoots with a total of 35 employees. From these sessions, we created around 100 photos and videos that perfectly capture the new look and feel of Deutsche Telekom.
Credits -
Agency: Elbkind Reply
CD: Marc Wientzek
Art: Gabriel Costa, Priscilla Igbokwe
Copy: Ifeanyi Dibia
Photographer: Peter Kaaden
Location: Across Europe