Germany - On New Year’s Eve, millions of people
across the continent celebrated the arrival of 2014 with dinners, parties and
of course fireworks. In this “Screen
Age”, a staggering estimated 1.1 billion photos and videos were shared on
social media platforms in the last 24 hours.
In the past people used to share texts on special occasions, now they
send each other Vines, Instagrams and short videos.
To strengthen the Life Is For Sharing positioning, Deutsche Telekom launched the next chapter with a 90’’ film taken from crowd-sourced videos uploaded on Vine & Instagram.
Little film snippets show how people across Europe welcomed 2014, and were edited through the night. The result is a feel-good 90 second film sourced from a variety of hashtags, which included #share2014.
The soundtrack “Million Dollar Bills” comes courtesy of worldwide music sensation Lorde.
The film was a tight and successful collaboration between Deutsche Telekom’s two roster agencies: Saatchi & Saatchi and DDB Tribal. Both agencies used the power of their 10 markets across Germany, Poland, Hungary, Czech Republic, Slovakia, Austria, Netherlands, Croatia, Montenegro and Macedonia.
“We believe life is better when shared, that’s why we wanted to capture the mood of the biggest celebration of the year. And who better to share positive energy (via Vine and Instagram on their Smartphones) than our customers?” commented Wolfgang Kampbartold, Deutsche Telekom, Vice President International Marketing Communications.
“We are proud to be part of such an idea”, added Veit Moeller and Nils Haseborg, Creative Directors from DDB Tribal Berlin: “It´s classic story-telling, but based on a true insight into the audience’s needs and behaviour”.
“Millions of people regardless of nationality and religion celebrate this moment. For most people it comes with hope and excitement about new beginnings. We just want to harness this spirit and use it to welcome a whole new year of sharing”, said Jason Romeyko, Saatchi & Saatchi European Creative Director Deutsche Telekom (T-Mobile).
The commercial was produced by Prodigious and MPH.
Links to the film on the YouTube “Life Is For Sharing DT” channel will be pushed out across social media platforms in the participating 10 countries.
Vice President International Market Communications: Wolfgang Kampbartold
Senior Project Manager International Market Communications: Ayten Pekerman
Senior Project Manager International Market Communications: Stephanie Kurrat
& Saatchi and DDB Tribal:
European Creative Director Deutsche Telekom (Saatchi & Saatchi): Jason Romeyko
Creative Director (DDB Tribal): Veit Moeller
Creative Director (DDB Tribal): Nils Haseborg
Art Direction (DDB Tribal): Andrew Morgan
Copywriter (DDB Tribal): Alice Bottaro
International Account Director (Saatchi & Saatchi): Nina Stegmann
Account Manager (Saatchi & Saatchi): Sian Ballett
Chief Creative Officer DDB Tribal Group Germany (DDB Tribal): Eric Schoeffler
Business Leader (Saatchi & Saatchi): Clare Shaw
Junior Art Direction (DDB Tribal): Jacopo Biorco
Business Leader (DDB Tribal): Daniela Hofmann
Project Manager (DDB Tribal): Annika Glander
TV Producer (Saatchi & Saatchi): Alexia Stingl
Planning Director (Saatchi & Saatchi): Paulo Carvajal
Planning Director (DDB Tribal): Gordon Euchler
Director (MPH): Kelvin Hutchins
Producer (MPH): Rupert Bryant
Producer (MPH): Louisa Edwards
Producer (Prodigious): James Niklasson
Group Account Director (Saatchi Digital): Amy Still
Account Director (Saatchi Digital): Sheelin Conlon