Deutsche Telekom’s Christmas Campaign Inspires Unity and Connection Across Europe
(IN BRIEF) Deutsche Telekom has launched a new Christmas campaign, “Connections Begin When Barriers Break,” across ten European countries, emphasizing unity and tolerance. Through a heartwarming story of two young girls separated by a glass barrier, the campaign highlights the importance of overcoming prejudice to connect with others. The ad, airing on TV, cinemas, and digital platforms, is a call for social cohesion and an end to societal divisions.
(PRESS RELEASE) BONN, 5-Nov-2024 — /EuropaWire/ — Deutsche Telekom has launched a heartfelt Christmas campaign titled “Connections Begin When Barriers Break,” designed to encourage unity and acceptance across Europe. Set to run in ten countries, the campaign seeks to inspire viewers to break down societal divisions and find common ground with others, despite differences in backgrounds, beliefs, or experiences.
The campaign’s message, presented through a magical modern fairy tale, follows two young girls living in seemingly separate worlds, divided by a glass barrier. As they form an innocent, unprejudiced friendship, they symbolize the power of human connection in the face of societal obstacles. The girls ultimately exchange symbolic gifts — a brick and a rock — and together, they shatter the glass that divides them. This final moment zooms out to reveal that the barrier was actually a snow globe, representing the artificial walls people often create to distance themselves from others. By breaking the glass, the girls demonstrate that connection can flourish when prejudices are set aside.
Ulrich Klenke, Head of Brand at Deutsche Telekom, shared that the company’s mission is to bring people together, supporting tolerance and rejecting hate and discrimination in all forms. “As a brand, we aim to connect people, making it clear that we can break down mental barriers and foster understanding,” Klenke said.
The campaign launched on November 2 in Slovakia and will be broadcast in Austria, Croatia, Montenegro, North Macedonia, Germany, Poland, Romania, the Czech Republic, and Hungary. It will air across TV, cinema, and digital platforms, with tailored local adaptations for print, social media, and in-store content. The creative team from MUW Saatchi & Saatchi in Bratislava developed the campaign, with direction by Alex Feil and music by Supreme Music in Germany.
Varvara Ljeskovi
Spokesperson and Telekom Blogger
[email protected]
+49 228 181 49494
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Publish date : 2024-11-05 02:32:00
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