In a fast-moving world full of distractions, time and attention can be among the most meaningful things we give. Deutsche Telekom’s Christmas campaign, “Take Time to Connect,” puts that idea at the center of a story about a grandfather and his granddaughter.
“Christmas reminds us of the importance of being together. Yet true closeness is about more than simply sharing time – it is about feeling that we belong and are truly among our own. Sometimes, all it takes is to slow down, set everyday worries aside and give the people around us our full attention. That is the message we want to share through this year’s campaign,” says Tímea Balogh, Head of Brand and Marketing Communications at T-Mobile.
The campaign launched in the Czech Republic and in Slovakia on 2 November and will gradually roll out across all ten European markets of the Deutsche Telekom Group: Austria, Croatia, Germany, Greece, Hungary, Montenegro, North Macedonia and Poland.
The film’s visual world and additional campaign imagery were created using generative AI, in collaboration with director Léo Cannone and generative AI studio New Forest.
Campaign film: https://www.youtube.com/watch?v=QDAQGMtzRhQ
Agency: INGO Stockholm
Director: Léo Cannone
Production: FEEL Films
AI studio: New Forest
Music: Time After Time – Cyndi Lauper
Localization:
Main campaign channels: TV, OOH, Digital OOH, Digital, Social, Print, Retail
Formats: 16:9, 9:16, 4:5 (90s, 60s, 30s, 15s)
Lead agency: VML
Media agency: WPP Media
Digital agency: Proboston
Social media: Triad