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Croatia

Deutsche Telekom tells Generation Z not to be a passenger in their own lives

Campaign: Not a Passenger

Source: https://www.media-marketing.com/vijesti/deutsche-telekom-porucuje-generaciji-z-da-ne-bude-putnik-u-vlastitom-zivotu/

Goal: Empower Generation Z to take control of their digital lives

Claim: Your identity does not have to be shaped by algorithms and external opinions

Media: Paid media, social networks, outdoor advertising, interactive experiences

Summary: Deutsche Telekom's 'Not a Passenger' campaign, created by agency INGO, addresses Generation Z with a message that technology and content do not have to dictate the direction of their lives. The campaign features Rhian Teasdale from the band Wet Leg, who navigates a digital landscape of external pressures before taking control and changing the narrative. The campaign expands beyond a 60-second film to include live events and interactive experiences in multiple Central European markets.