Client: Telekom Hungary
Agency: DDB Budapest
Creative Director: Zsolt Balogh
Senior Copywriter: Boglárka Csikó
Art Director: Bálint Kovács
Agency: DDB Budapest
Creative Director: Zsolt Balogh
Senior Copywriter: Boglárka Csikó
Art Director: Bálint Kovács
Telekom Kraft is the youth program of Hungarian Telekom. Its purpose is to show Generation Z that they can achieve amazing things – cooperating and with the help of modern technology.
Our task was to grow awareness around this program and let young talents know that this is their place and time to shine. To do so, we chose a nontraditional way because kids today are everything but traditional.
We decided to show what can happen when talented youngsters work side-by-side with each other and with Hungarian Telekom while making the most of modern technology – so basically, Telekom Kraft in action.
First, we asked two young and talented artists, a musician and a music producer, to write a song about the philosophy of Telekom Kraft and all the opportunities the program provides. But a hit song is only half the battle, so we created a music video with the help of a young director and used the HQ of Telekom Kraft as the setting of the video.
And given that modern technology plays a main role in every project created by Telekom Kraft, we let a really high-tech artist finish the song: artificial intelligence. Combining machine learning with music created by flesh-and-blood artists was definitely the coolest part of the project.
This is how we let youngsters know about Telekom Kraft – in a way that cannot be more Kraft-like.