Title	TYPICALLY HUNGARIAN
Brand	TELEKOM HUNGARY
Product/Service	TELEKOM 4G - GENERATION NOW
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	Head of Copy
Tamás Ungor	Lounge Design	Head of Art
Ági Milián	Lounge Design	Creative Producer
Kata Márkus	Lounge Design	Account Manager
Balázs Gyutai	Lounge Design	Art Director
Dániel Sperczel	Lounge Design	Client Service Director
Rudolf Péter Kiss	FocusFox	Director
Csaba Vass	FocusFox	Producer

Write a short summary of what happens in the film

Our idea was to change the phrase “Typically Hungarian” from a pessimistic and pejorative meaning into what it really should represent by showing what Hungarians are doing nowadays in the world. In the film at first we face Hungarians how this expression is extremely offending and only an innervation based on stereotypical thinking by revealing some of the things/behaviours/situations we traditionally call typically Hungarian. Then we ask the question: Isn't this rather plain stereotypical thinking? Because Hungarians are doing amazing things from inventing the world’s first 3D printed brain surgery tools to creating worldwide-acclaimed art and so on. The scale is wide and by all means should be considered as the new “Typically Hungarian”. The second part of the film is about these GenerationNOW Hungarian heroes. We addressed this message and assigned this opportunity to everyone who's willing to talk about it and to take part in a cultural shift.

Cultural / Context information for the jury

We created a remix of the II. Hungarian Rhapsody composed by Ferenc Liszt for the TVC. It wasn't just a score. It was rather a tool that supported the message we wanted to convey in the campaign. That something can be typically Hungarian and Typically Now at the same time. And it may be something good and forward-looking. In the campaign we used some famous and credible Hungarian heroes, and/or their inventions to inspire the new meanings of 'Typically Hungarian'. Heroes like Axente Vanessa (international top model), Vivien Keszthelyi (the youngest GT4 racing driver in the world), György Lévay (developer of his own robotic hand since his accident), Iván Fischer (world famous Hungarian conductor and composer) Dr. Klára Wenzel (the inventor of Colorlite, pioneer in the correction of parachromatism), Hellowood (Hungarian creative architecture and design studio),Teqball, and the children choir from the Oscar winning Hungarian short film called ‘Sing'.

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

Being pessimistic and lethargic is a cultural phenomenon in Hungary. So Telekom had a clear goal: as the biggest provider of the country, it has enormous responsibility towards society and customers, so must attempt to drive change on a social level with its own instruments. Starting a cultural shift as a brand, pulling people out of lethargy is a win for everyone. We needed an insight that really captures the spirit of pessimistic Hungarians. An insight no one can pass without having something to say about it. A deadly honest observation about our society. We found the real slap-in-the-face truth, that was in front of us for decades and worked as an innervation on a social level: Hungarians traditionally use the phrase “typically Hungarian” as a curse expression. It has a negative connotation, we use it to describe sneaky, uncivilised, uncultured, annoying, rude or unpleasant behaviour, habit, practice or attitude.