Billie Eilish gives Gen Z a platform and flips the story on tech.
Client
With Saatchi & Saatchi for Deutsche Telekom
The Challenge
Gen Z is often labelled as screen-obsessed and disconnected. T-Mobile/Deutsche Telekom wanted to turn that prejudice around and show how young people use connected tech to create real change with a campaign built to travel across markets and channels.
The Idea
Make the “voice of Gen Z” the voice-over and prove, through real young changemakers, what this generation is actually doing with technology.
The Solution
- Billie Eilish leading the story calling out the prejudice and inviting people to look again.
- Cast real Gen Z doers, not actors: young activists, creators and experts shown in worlds that reflect what they genuinely do (climate, equality, cyber security, creativity, community).
- Make “tech for good” feel concrete: we show connected technology as a tool for organising, learning, speaking up and building communities, not as a distraction.
- Built a rollout system, not just a film: hero content + cutdowns + social-first formats designed for digital and social distribution at scale.
- Anchored it in a platform people could join: #WhatWeDoNext invited participation and continued through content and stories on Telekom’s channels (incl. Electronic Beats).
