MAGENTA UNLEASHED

Grand Prix

Demo Film

Presentation Image

ClientDEUTSCHE TELEKOM
Category C05. Ambient Experiential & Immersive Digital
TitleMAGENTA UNLEASHED
Product/ServiceDEUTSCHE TELEKOM
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
Credits
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.