Deutsche Telekom Inspires Gen Z with Launch of Project Futureproof
Saatchi & Saatchi is behind a new international campaign for Deutsche Telekom, to launch Project Futureproof and inspire and support young people in following their passions when it comes to choosing a career.
At the core of the campaign is an optimistic short film that invites young people to choose utopia over dystopia and trust that their passion will support them.
Created by Saatchi & Saatchi and directed by Somesuch’s Rollo Jackson, the film has a message of digital optimism hinting at the career opportunities that will naturally evolve from this generations’ current passions. Set in 2021, a series of sci-fi glitches offers a group of Gen Z a vision into the future, showing a glimpse into how they (and the world around them) have been changed by following their passions.
The series of vignettes of the future harness a spirit of hope and possibility with a playful, but contemporary, nod to sci-fi. Backed by a version of Billie Eilish’s ‘My Future’, the superstar also cameos in the future world. The campaign will be featured across a range of Gen Z focused digital and social media channels including Instagram, YouTube, TikTok and Spotify.
At the heart of Project Futureproof is a free-to-access digital tool that helps Gen Z to better understand their abilities and how these are connected to future career opportunities. It has been developed in collaboration with both Gen Z contributors and a diverse group of professional skills & employability experts. It aims to connect users to peer-to-peer inspiration & support. It has been supported by seven-time GRAMMY award winner Billie Eilish.
“The future feels uncertain”, says Billie Eilish, “but I’m always inspired by what our generation is able to achieve in the face of so many different challenges.”
In a post-pandemic world, there are many uncertainties the next generation are facing; culturally, socially & economically. Research released today by Deutsche Telekom shows 61% of European Gen Z are anxious about their future job and career prospects. 54% are unsure what careers will exist in the future, with 43% saying they are unsure if they have the qualities they need to succeed.
“Gen Z are stepping into a world of work that will have been fundamentally changed by both the COVID-19 pandemic and digital transformation.” explains Ulrich Klenke, Chief Brand Officer at Deutsche Telekom. “We believe that it is our collective responsibility to help them navigate the opportunities & challenges they face. We want to show them that if they have a passion, they have a future.”
More than 1 in 2 European Gen Z are concerned about their post-pandemic futures. Deutsche Telekom’s Project Futureproof aims to stand by Gen Z and leverage digital optimism to help enable a successful future for the next generation.
Franki Goodwin, ECD of Saatchi & Saatchi said: “It’s been really rewarding to further Deutsche Telekom’s support and investment in young people after such a shocking year for their prospects and to do it with a bit of a sci-fi twist was a creative dream come true. I really hope the campaign inspires young people to double down on their skills and passions and opens up new opportunities for them.”
The tool, which was developed by Publicis Sapient, the Digital Transformation Hub of Publicis Groupé, uses established RIASEC (vocational personality) modelling to help to connect users with potential future career clusters. It helps Gen Z to see how their passions, skills, talents and personality are fundamental to helping shape their future journey and how they can best use these personal attributes as part of future careers. Unlike existing services, the tool takes a uniquely Gen Z perspective, identifying key trends & changes in the world of work, delivering insights through a personalised, gamified experience and an inspirational content feed.
Alongside the tool, a ‘Project Futureproof’ online hub also features helpful resources where Deutsche Telekom experts share insights on how to write CVs, prepare for job interviews and improve your social media profile. As Europe’s most valuable Telecommunications brand, Deutsche Telekom is dedicated to supporting young people with a broad ongoing range of initiatives including dual student & apprenticeship programmes, careers & employability resources, tailored youth tariffs and localised initiatives.
In 2020, Deutsche Telekom partnered with Billie Eilish to shine a light on the power and potential of connected technology in the hands of young people, as part of the #WHATWEDONEXT campaign, created with Saatchi & Saatchi. Now more than ever, facilitating equal participation in social, economic and cultural life is a key focus for the brand. Project Futureproof is the next phase of its mission to support this generation, and what they do next.
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Client: Deutsche Telekom
Ulrich Klenke - Chief Brand Officer
Wolfgang Kampbartold - VP International Marketing Communications
Ayten Pekerman – Head of International Market Communication
Sonja Wessel - International Market Communication
Maren Ruddat - International Market Communication
Daniel Jaeger – Head of International Media
Ralf Luelsdorf – Head of International Music Marketing
Brand: Deutsche Telekom
Agency: Saatchi & Saatchi
Chairwoman & Global Chief Creative Officer: Kate Stanners
London CCO: Guillermo Vega
ECD: Franki Goodwin
Creatives: Tobias Tercic & Hernan Garcia Dietrich, Nathan Crawford
Saatchi Producer(s): Charlotte Jude – TV Producer, Nayab Malik – Senior Creative Producer
Planner(s): Sam Wise – Head of Planning, Mathieu Abet – Planning Partner
Business Lead: Clare Shaw - International Client Services Director
Account Team: Terri Turner – Senior Account Director, Cali Fish – Account Manager
Designer(s): Talveer Uppal - Lead Conceptual Designer, Nicholas Pires - Senior Motion Designer, Emmet O’Shea - Designer, Sam Sheridan - Designer
Production Company: Somesuch
Executive Producer: Emory Ruegg
Producer: Hannah Cooper
Service Company: Radioactive
Line Producer Radioactive: Dana Teslenko
Production Designer Radioactive: Vova Radlinkskiy
Director: Rollo Jackson
DoP: Bobby Shore
Audio Post Production
Sound House: Factory
Sound Designer: Dan Beckwith
Audio Producer: Beth Massey
Film Post Production Main Film: ETC
Colourist: Luke Morrison
VFX Supervisor: Alex Snookes
CG Lead: Patrick Krafft
Producer: Oscar Wendt
LA: Chantal Anderson
Kiev: Artem Nadyozhin
Exposure (media channels): Online & Social Media
Mindshare Germany: Daniel Epailly - Managing Director / Global Client Lead
Mediacom Germany: Timur Goekler - Managing Partner Media Consulting
emetriq GmbH: Anne Wilhelms - Lead Account Manager
Pulse Advertising GmbH: Daniela Kühr - Campaign Manager, Jonas Wolf - Executive Director DACH
Artist/Brand Relationship Management: Thorsten König, Miracle Music
Talent: Billie Eilish
Management: Danny Rukasin, Laura Ramsay, Brandon Goodman (Best Friends Music)
Talent Creative Direction: Michelle An, Chelsea Dodson (Interscope Records)
Talent Hair: Benjamin Mohapi
Talent Makeup: Rob Rumsey
Talent Styling: Amanda Merten
Talent Styling Assistant: Carly Russ
Partner: Publicis Sapient
Publicis Sapient Telco Industry: Stephan Ritter
Lead DACH: Alex von Gentzkow
Client Partner / Account Lead: Carsten Wogatzky
Strategy Lead: Adam Boyette
Visual Design Lead: Peter Smyczek
UX Lead: Herbert Baumberger
Technology Lead: Sarah Hoffmann
Program Management: Sebastian Jandrey
Delivery Lead: Henri Laux
Proxy Product Owner: Adam Hammad
Frontend Technology: Nagalakshmi J M
Backend Technology: Manish Alankala
Tech Infrastructure: Philipp Hammerschmidt
Testing: Seyda Sasmaz
Visual Design Support: Lawrence Pearson
Motion Graphic Design: Jennifer Carr
Copy Lead: The Content Engine
Illustrations: Cabeza Patata / Katie Menzies
Agency: Proud Robinson + Partners
Business Lead / Partner: Lucy Boyd
Senior Account Director: Lara McWilliam
Account Manager: Cynthia Gilbertz
Strategist: Rebecca Ritchie
Category: Phone , Utilities