| Philosophie | "Deutsche Telekom stands for and with Europe. Network technology and digitization are the foundations of border free communication. This is what a border free Europe needs - communication without boundaries," said Deutsche Telekom CEO, Timotheus Höttges. People are the focus of the campaign, they stand with their arms outstretched forming the "T" of the Telekom logo and thus stand for an open, positive attitude towards the interconnectedness of Europe and, of course, for Telekom. "The human 'T' becomes a universal sign of limitless communication. It is understood everywhere and is the essence of the product promise: human closeness, and at the same time the practical accessibility of everything I am interested in, no matter where I am travelling in Europe," explains Serviceplan Chief Creative Director Alexander Schill, about the idea of the campaign.As a central iconic motif, the pose is consistently displayed, both online and offline, in all the advertising materials - the most famous face being that of Andrea Bocelli, which can be seen in the TV commercials filmed in Amsterdam, Berlin, Budapest, Dubrovnik and Graz. (directed by Aleksander Bach, production: Stink). The Italian star tenor, who became blind at the age of twelve, takes viewers on a visually stunning journey through a diverse Europe, and explains the meaning and binding force of the network. |