Deutsche Telekom

Europe, 2020


Gen Z are often maligned for their use of connected technology. Deutsche Telekom wanted to show the world how they are actually using it to make a real difference in the world. Partnering with five-time GRAMMY award winner Billie Eilish, Deutsche Telekom launched #WhatWeDoNext demonstrating the power and potential of youth in creating a better future.

Launching on UN International Youth Day 2020, #WhatWeDoNext celebrated Gen Z tech positivity, shining a light on the inspiring ways in which the world’s first true generation of digital natives are using connected technology to benefit not only their own generation, but society as a whole. To launch the creative campaign by Saatchi & Saatchi London, PRP developed the in-culture strategy behind it and managed the pan-European launch activation.

“We all have the potential to make a positive impact on our planet, and I’m hopeful our generation will use their platforms to collaborate and communicate, and make a difference.”

Billie Eilish, at