Telekom
Creative concept / Art Direction
The challenge
Telekom, one of Hungary’s leading telecommunications companies, wanted to attract more young professionals to the business.
Although the company already employed a large number of young talent, increasing competition from tech companies meant that Telekom needed to reinforce its reputation as a place where the best minds in the industry work.
The challenge was to communicate Telekom’s innovation and technological leadership in a way that would resonate with a younger generation of professionals — while standing out from the typical, corporate tone often associated with large telecom brands.
Concept
To bring the idea to life, we collaborated with one of Hungary’s most popular comedian, known for his satirical content about corporate culture and multinational companies.
Together we created a character called the “National Traditions Keeper” — a stubborn office veteran who refuses to let go of outdated ways of working. Paired with a new intern, he attempts to teach the “old traditions” of corporate life, clinging to obsolete processes while the modern workplace moves on around him.
The campaign used dry, documentary-style humour inspired by shows like The Office, playing into the comedian’s established tone and audience expectations.
By exaggerating outdated corporate behaviour, the films highlighted Telekom as the opposite: a forward-thinking, innovative company where modern technology and new ideas drive the future of telecommunications.
Credits
Creative Director: Balázs Pőcze
Concept: Nora Redler, Milán Gelencsér, Balázs Pőcze
Art Direction: Nora Redler
Copywriter: Milán Gelencsér