THIS GENERATION

Bronze Eurobest Award
TitleTHIS GENERATION
BrandDEUTSCHE TELEKOM
Category F04. Social Behaviour
Product/ServiceDEUTSCHE TELEKOM
Entrant SAATCHI & SAATCHI London, UNITED KINGDOM
Idea Creation SAATCHI & SAATCHI London, UNITED KINGDOM
Media Placement EMETRIQ Hamburg, GERMANY
Media Placement 2 WPP TEAM MAGENTA Dusseldorf, GERMANY
PR PROUD ROBINSON Brighton, UNITED KINGDOM
Production SOMESUCH London, UNITED KINGDOM
Production 2 FACTORY London, UNITED KINGDOM
Production 3 SOMESUCH Los Angeles, USA
Production 4 PAPAYA FILMS Warsaw, POLAND
Post Production ELECTRIC THEATRE COLLECTIVE London, UNITED KINGDOM
Post Production 2 PRODIGIOUS London, UNITED KINGDOM
Credits
Name Company Position
Kate Stanners Saatchi & Saatchi Chairwoman & Global Chief Creative Officer
Guillermo Vega Saatchi & Saatchi Chief Creative Officer
Franki Goodwin Saatchi & Saatchi Creative Director
Will John Saatchi & Saatchi Creative Director
Mia Silverman Saatchi & Saatchi Creative
Francesco Grandi Saatchi & Saatchi Creative
Ally Dean Saatchi & Saatchi Agency Producer
Jodie Sibson Saatchi & Saatchi Agency Producer
Nayab Malik Saatchi & Saatchi Creative Producer
Sam Wise Saatchi & Saatchi Planning Director
Mathieu Abet Saatchi & Saatchi Planning Manager
Laura Pugh Saatchi & Saatchi Planning Manager
Clare Shaw Saatchi & Saatchi International Client Services Director
Anne Schlicht Saatchi & Saatchi Business Leader
Terri Turner Saatchi & Saatchi Account Director
Cali Fish Saatchi & Saatchi Account Manager
Talveer Uppal Saatchi & Saatchi Design Lead
Nicholas Pires Saatchi & Saatchi Designer
Vincent Haycock Somesuch Director
Elly Camisa Somesuch Producer
Tash Tan Somesuch Executive Producer
Max Harrison Somesuch Project Manager
Mátyás Erdély N/A Director Of Photography

Write a short summary of what happens in the film

We open on what you’d expect from Gen Z. Disengaged kids, selfies, faces lit up by the glowing screen. A lackadaisical young voice describes the stereotypes back to us as if it’s boring to her, they’ve heard it a million times. Then there’s a shift. A skater game regenerating the earth transitions into a real-world climate activist, cut to a LGBT campaigner, a female DJ in a male dominated club, a UN youth ambassador, fashion and tech entrepreneurs succeeding in their field. All with the help of technology. And back to the kids in their bedrooms. They are watching someone, it’s Billie Eilish who is voicing the film. She’s on her phone, backstage on this very commercial and she’s imploring the generations to come together and understand each other better. We pull out as Billie goes back to work. Telekom are with this generation, now and in the future.

Please tell us about the social behaviour that inspired the work

Social behaviour should be identifiable in any room where other people can be observed –it is ubiquitous. There isn’t one person amongst us who hasn’t told a partner, child or friend to get their head up from their phone and engage. The behaviour of connecting digitally through your phone has changed the world around us and while the sight of people focused on a screen is very visible, the positive aspects of what is done through that screen is much less visible. As the first generation to grow up with smartphones and social media Gen Z are more familiar with this tension than any other generation. The behaviour of this generation online has been the driving force behind supporting many of the societal changes we all benefit from. The views, likes, comments, podcasts, videos and new businesses that have been created are the things that have changed norms for society.