Category A07. Overall Aesthetic Design
Idea Creation 2 adam&eveDDB London, UNITED KINGDOM
Media Placement MEDIACOM Düsseldorf, GERMANY
Production UNIT9 London, UNITED KINGDOM
Production 3 THE MILL London, UNITED KINGDOM
Production 4 HASTINGS MUSIC Hamburg, GERMANY
Production 5 MOKOH MUSIC Berlin, GERMANY
Additional Company FACTORY London, UNITED KINGDOM
Additional Company 2 SONNY London, UNITED KINGDOM
Name Company Position
Dennis May DDB Group Germany Chief Creative Officer
Fabian Roser DDB Group Germany Managing Director Creative
Karsten Ruddigkeit DDB Group Germany Executive Creative Director
Michael Zölch DDB Group Germany Creative Director
Alessandro Rocco Tramontana DDB Group Germany Art Director
Carsten Hohenstein DDB Group Germany Senior UX Designer
Sarabjeet Singh DDB Group Germany Creative Technologist
Dominika Zajac DDB Group Germany Art Director
Juliane Ollendorf DDB Group Germany Junior Art Director
Lena Schön DDB Group Germany Junior Art Director
Philipp Truebiger DDB Group Germany Junior Art Director
Thimon Machatzke DDB Group Germany Senior Copywriter
Jeannette Bohné DDB Group Germany Copywriter
Thomas Köhler DDB Group Germany Copywriter
Katrin Spiegel DDB Group Germany Client Service Director
Franziska Fischer DDB Group Germany Account Director
Lena Landsberger DDB Group Germany Account Director
Arianna Giese DDB Group Germany Account Manager
Stefan Sindram DDB Group Germany Head of Strategy
Meike van Meegen DDB Group Germany Head of TV
Julian Faas UNIT9 Ltd. Animation
Stephan Bischoff UNIT9 Ltd. Graphic Designer
Steve McGeorge UNIT9 Ltd. Graphic Designer
Ryan De Silva UNIT9 Ltd. Illustrator
Ilaria Ponticelli UNIT9 Ltd. Illustrator
Yog Joshi UNIT9 Ltd. Illustrator
Sophie Langohr UNIT9 Ltd. Motion Graphic / 3D
Axel Wagner UNIT9 Ltd. Sound Design
Bruno Imbrizi UNIT9 Ltd. Technical Director
Jan Brandt Jan Brandt Author

The Campaign

In Germany there’s an advent calendar tradition to count the days in anticipation of Christmas – 24 days, 24 ’doors’, each with a little gift inside. Alongside this tradition we executed our campaign. We wanted to show that life gives us more when we share. So we developed the story of Jonas, a little boy, who finds a special advent calendar: the magic advent calendar! But to his surprise all 24 doors are locked. He then finds out that in order to open every door he needs the help of one of 24 inhabitants of his village.

Creative Execution

Due to the wide range of offers on behalf of the Telekom, the task was to create a campaign that would reach young and old, to be demanding for Internet-affine users, and not to overcharge first users. All developed mobile first and for cross device. Thanks to an interdisciplinary design the adventure was a consistent experience throughout all devices and channels. Our 360°-storytelling experience entertained and surprised users every day anew throughout all channels: the YouTube online film, the Soundcloud audio book and the 360°-adventure made users explore the story interactively. The highlight: The magic advent calendar. Every day our calendar led to a new chapter of the interactive audio book. Each one with attention to detail: hand drawn illustrations, all animated, set up in WebGL with multiple layers to generate a 180° view in 3D. On top gamification elements for an immersive character of the digital adventure. Or the option to experience the whole story via Google Cardboard. The campaign's core was deeply developed out of Deutsche Telekom's claim „Life is for sharing“. So users could experience the power of sharing themselves behind every door of the advent calendar. For example fundraising via Twitter: For every Tweet using the campaigns hashtag, Deutsche Telekom donated one Euro for a good cause. And by sharing the story users could unlock upcoming chapters for themselves. In the end we did not only convince users to share our story, but to also convince our target group, that life gives us more, when we share.