The Campaign: Deutsche Telekom praises Gen Z’s hyper-connectivity

In August, Deutsche Telekom enlisted the talents of Billie Eillish for its What We Do Next video campaign, which sought to turn preconceptions about phone-obsessed Generation Z on their head.

‘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.’

Rather than the outdated idea that Generation Z are glued to their phones for reasons of vanity, a voiceover for the video provided by Eillish explains how Gen Z are using this technology to organise activism and draw attention to social and environmental campaigns they feel passionate about.