Germany – The telecom company is rallying around today’s youth with a new campaign upending misconceptions about phone-obsessed Generation Z.
Featuring singer Billie Eilish, the Saatchi & Saatchi campaign depicts young people hanging out, glued to their phones and barely speaking – yet a voiceover from Eilish evolves the narrative to focus on the cohort’s penchant for activism – powered by their connectivity. Launching in line with the United Nations’ International Youth Day, the advert draws attention to the many ways young people use digital platforms to promote social and environmental good.
‘The seismic events of 2020 will impact the younger generation for years to come; culturally, socially, economically,’ says Wolfgang Kampbartold, vice-president of international market communications at Deutsche Telekom. ‘We want to provide Gen Z with a voice and a platform from which to demonstrate how they are harnessing the power of connected technology to make a real difference.’
In our Generation Z series, we uncover the behaviours and perspectives of this cohort, the importance of digital spaces and aesthetics, and the online trends born from these digital natives.