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Deutsche Telekom: Open Your Eyes
A new campaign from Saatchi & Saatchi and RSA’s Benito Montorio ‘Open Your Eyes’ for telecommunications giant Deutsche Telekom, is calling for greater social responsibility in addressing online hate. The campaign, supported through German anti-hate organisations Teachtoday and ichbinhier e.V, follows Telekom’s #AgainstHateSpeech initiative, reaffirming the brand’s commitment to an open society and communications network. At the heart of the campaign is a 60-second commercial from Saatchi & Saatchi and new Ridley Scott Associates signing director Benito Montorio. True to Benito’s passion for street casting, the film consists of many non-actors from Berlin and Bulgaria adding realism and emotion to this hyper real concept. The film, which runs across TV, cinema, online, and OOH, portrays ordinary moments of everyday life and embodies the core message of the campaign: it is crucial to confront hate speech and show human solidarity.
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