Demo Film

Presentation Image

Title	MAGENTA UNLEASHED
Brand	DEUTSCHE TELEKOM
Product/Service	DEUTSCHE TELEKOM
Category	C05. Ambient Experiential & Immersive Digital
Entrant	SAATCHI & SAATCHI London, UNITED KINGDOM
Idea Creation	SAATCHI & SAATCHI London, UNITED KINGDOM
Media Placement	MEDIACOM Düsseldorf, GERMANY
PR	PROUD ROBINSON Brighton, UNITED KINGDOM
Production	STRANGELOVE PRODUCTIONS London, UNITED KINGDOM
Production 2	COFFEE AND TV London, UNITED KINGDOM
Production 3	SPEADE London, UNITED KINGDOM
Production 4	SPINDLE PRODUCTIONS London, UNITED KINGDOM

Name	Company	Position
Kate Stanners	Saatchi & Saatchi	Global Chief Creative Officer
Jan Teulingkx	Saatchi & Saatchi	Regional Executive Creative Director
Will John & Franki Goodwin	Saatchi & Saatchi	Creative Director
Bruno Di Lucca	Saatchi & Saatchi	Head of Design
Tom Cleeland & Will Milner	Saatchi & Saatchi	Creative
Harriet Ronn & Barney Spiro	Saatchi & Saatchi	Creative
Daniel Reeve	Saatchi & Saatchi	Designer
Talveer Uppal	Saatchi & Saatchi	Designer
Tomek Drozdowski	Saatchi & Saatchi	Designer
Lisa Mason	Saatchi & Saatchi	Agency Producer
Sam Wise	Saatchi & Saatchi	Planner
Jeppe Fischer-Mogensen	Saatchi & Saatchi	Planner
Clare Shaw	Saatchi & Saatchi	International Client Services Director
Sam Grischotti	Saatchi & Saatchi	Business Leader
Vitor Forte	Saatchi & Saatchi	Account Manager
Anne Schlicht	Saatchi & Saatchi	Account Director
Steven Tinkler	Saatchi & Saatchi	Designer
Victoria Draisey	Saatchi & Saatchi	Designer
Barbara Gaiarim	Saatchi & Saatchi	Designer
Hitomi Kato-Moore	Saatchi & Saatchi	Digital Project Manager
Papaya Dog	Strangelove/Spindle	Director
Ben Crook	Speade	Editor
Tai Thittichai	Strangelove	Production Company Executive Producer
Sophia Rothbart	Strangelove	Production Company Executive Producer
Rhun Francis	Saatchi & Saatchi	Production Company Producer
Cara Speller	Passion Pictures	Animation Producer
Matt Saxton	Passion Pictures	Animation Producer
Sam Farr	Ravenscourt Studios	Sound Designer
Kari Jackson Kloenther & Evan Depko	MediaCom	Media Planners
Ben Robinson & Lucy Proud	Proud Robinson	PR

Brief Explanation

Through a simple chroma-key AR app, everything magenta became an owned media channel through which we could take advantage of Gorillaz’ virtual status. When people pointed The Lenz against anything magenta, we served our audience with Gorillaz content, enriched by local offers. After all, it is much easier to create mountains of flexible, exclusive content when you are dealing with cartoons. We turned the world magenta: fountains, buildings, grass. And created a whole new dimension of entertainment: from people gathering around magenta fountains to people sitting at home drawing magenta squares — we shared unique content through touch points that was uniquely ours: our brand colour! Using our customers’ phones and a dab of magenta, we turned Europe into a stage for Gorillaz to enter the real world and reminded everyone of the power of our brand. This was further cemented by local product offers, served through the app.