Deutsche Telekom

Europe, 2023

Summer of Joy

You can’t grow up… if you’ve never been young.

In a world of increasing economic, environmental, educational and societal pressures, Gen Z has a lot to worry about.

Deutsche Telekom believes experiencing the joy of being young is a universal right. Music is the lifeblood of youth culture and so the brand invited young people across it’s European markets to take part in a wide range of music experiences, helping connect them to more of the possibilities that youth culture offers.

The campaign featured a collaboration with GRAMMY nominated music Producer & DJ, Jayda G and a film developed by Saatchi & Saatchi London that reimagined the story of the eternally youthful Peter Pan, for a modern audience.

PRP led the international culture strategy and launch of the campaign at an immersive open-air music experience in Vienna, with an all-star line up of the most exciting DJ talents from across Europe including Jayda G., FIONA, Wolfram and artists from the Vienna based collectives ‘Grüß Dich Bussi Bussi Club’.

The campaign saw over 10000 young people engage in real world music experiences across the summer, with coverage across Gen Z lifestyle and music media including The Face, Notion and Hunger Magazine.