At Elbkind, we adapted DDB Hamburg's main campaign for social, keeping the iconic "Expectations vs. Reality" mechanic alive while making it feel contemporary and truly at home on digital platforms. By integrating Gen-Z slang like "gönn dir", "lit", and "fresh", we allowed the brand to speak in the language of its audience. In doing so, Telekom became part of their world, relatable, and full of genuine energy.
Instagram Feed Ad - Beauty Series
We redefined the visual tone, focusing on stronger recognition and a sharper contrast between the idealized dream world and the raw, relatable reality. Every image was designed to feel spontaneous yet intentional, familiar to a TikTok generation that values authenticity over perfection.
Instagram Feed Ad - Champagner Series
We filmed as real users would. Up close, handheld, and a little imperfect. We knew that this imperfection would create a connection. Smartphones have become our cameras, and illustrations that mimic a Snapchat lens have become our creative playground. Through these choices, Telekom's role evolved beyond just a brand presence. It turned into a connector of people, creativity, and shared moments – a brand that lives where its audience already does.
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