Title	THE ERA OF LIMITLESSNESS
Brand	TELEKOM HUNGARY
Product/Service	TELEKOM 4G - THE NETWORK OF ACT
Category	G04. Social Behaviour & Cultural Insight
Entrant	LOUNGE DESIGN Budapest, HUNGARY
Idea Creation	LOUNGE DESIGN Budapest, HUNGARY
Production	FOCUSFOX Budapest, HUNGARY

Name	Company	Position
Péter Radovics	Lounge Design	Creative Director
Boglárka Arányi	Lounge Design	Creative Group Head
Tamás Ungor	Lounge Design	Head of Art
Péter Magda	Lounge Design	Art Director
Ági Milián	Lounge Design	Creative Producer
Bálint Simon	Lounge Design	Strategist
Kata Márkus	Lounge Design	Account Manager
Dániel Sperczel	Lounge Design	Client Service Director
Rudolf Péter Kiss	FocusFox	Director

Write a short summary of what happens in the film

We aimed to make a spot which defies the traditions of typical telecommunication advertising. To show the problems connected to unconscious internet usage in the great age of limitlessness and raise awareness about it, we created a film which is an exhibition about this era. It is set in a museum in an exhibition we could easily call 'The era of limitlessness'. We used symbolism to avoid being cheesy but to still be able to talk to people about their serious problems which they usually bury with denial. We guide the audience through this museum full of installations. We have protagonists and other visitors as well. All of them interact with the installations, but our heroes do it differently, they alter the meaning of them. Consciously. This way they give the installations meaning and the audience education. Our four topics are Like- and dopamine-addiction, Fake News, Cyberbullying and Content-addiction.

Cultural / Context information for the jury

When it comes to the topic of conscious internet usage it is important that in our country our competitors even encourage people to do whatever useless things they want with their services, with the internet. Let it be scrolling all day long or being inspired endlessly without using that incredible amount of inspiration. We need to fight this. Be responsible providers and won’t let go of our customers’ hands once we sold them our services.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Our cultural insight was that people live in the era of limitlessness but can’t make the most out of it. They scroll, waste time and energy instead of using the internet consciously for the benefit of themselves and their environment. This era brought fake news in our lives and unconscious users are spreading them. It also brought cyberbullying without face or consequences. These behaviours are common and there's a risk that people growing up now think of these things as normal parts of our society. Mental health and hygiene are also pretty untapped topics in Hungary, although countless people are suffering with self-worth problems from others' fake lives on Instagram. These things lead to mental health issues if we don't pay attention. We wanted to generate conversation about these topics and suggest that people should use limitlessness in a smart way: consciously.