#Wnyyourworldthe new creative project of Deutsche Telekom with the Ingo agency, proposes a critical view of Digital doubles In a context of growing online cloning. The message is channeled through a musical video clip starring the DJ and producer VTSS (Martyna Maja).
Deutsche Telekom has thus launched its first great international campaign after awarding its global creative account to the Ingo agency in January of this year. The initiative, entitled #Awnyurworld, seeks Generate awareness among young people On the importance of protecting their digital identity against phenomena such as duplication of data, automated avatars or algorithmic control of online presence.
An army of digital doubles that imitate it, steal prominence and end up supplanting their life
To speak in the language of the new generations, the campaign takes shape of musical video clip. The story, as surreal as disturbing, shows VTSS – a very emerging DJ of the European electronic scene – pursued by an army of digital doubles that imitate it, steal prominence and end up supplanting their life. A vivid metaphor about what can happen when the “digital self” begins to escape control and acquires its own life.
Directed by the Parisian duo Shadrinsky, known for his viral and provocative pieces for brands such as Marc Jacobs, Jean Paul Gaultier or MSCHF, the video is committed to a aesthetics Lo-Fi (“Low Fidelity” or low fidelity) with distorted dyes that directly connect with the visual culture of Tiktok and the call Brain Laba Contentthat saturated, absurd and highly shared universe. The soundtrack, “Can’t Catch Me”, is a collaboration between VTSS and producer Hudson Mohawke, usual in works with Charli XCX.
Beyond the video clip, the campaign unfolds in a digital ecosystem designed to generate conversation and awareness. Through short pieces, memes and explanatory videos Almisted on the Ownyourworld.online platform, VTSS illustrates how personal data can be copied, manipulated or exploited without the user being fully aware. All content has been designed for formats Feed-Friendlylooking for an organic diffusion in social networks.
In addition to its digital tour, the campaign will have a television presence, video platforms on demand and external advertising spaces.
The creative proposal of Ingo responds to a real need identified by Deutsche Telekom in a recent investigation: more than 90% of the Gene generation European expresses concern for its Online privacybut only 7% feel really prepared to manage it. In addition, 70% express interest in receiving more information on how to protect themselves digitally, which reveals a clear gap between restlessness and empowerment.
“To connect with a audience as demanding as the GEN Z, the brand should be shown radically differently”
Ulrich Klenke, Chief Brand Officer at Deutsche Telekom, underlines the ethical dimension of the message: “We know that knowledge is power. That is why we are offering generation Z the tools and trust to activate ‘privacy mode’ in their digital lives.”
For his part, Daniel Fisher, Chief Creative Officer Global of Ingo, celebrates the campaign rupturist approach: “From the first meeting we knew that, to connect with a audience as demanding as the GEN Z, the brand should be shown radically differently. This campaign is made for the social ecosystem and moves away as much as possible from a typical corporate campaign.”
The campaign will include a series of Masterclasses on Digital privacydestined to continue deepening the challenges and opportunities posed by the management of personal identity in the online environment.
In the words of the DJ VTSS: “Many feel that latent anxiety because a good part of our life occurs online and we control it little. This project creatively captures that feeling, puts us a mirror in front and, hopefully, it will help more people feel understood.”
