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Deutsche Telekom: Your Digital Doppelgangers Follow Your Every Move
Deutsche Telekom has launched a bold new international campaign by the boutique creative network INGO, its first since being appointed by the leading telco in January. Building on Deutsche Telekom’s five-year legacy of supporting gen z, the #OwnYourWorld campaign aims to drive awareness, spark debate, and empower young people to take back control of their digital identities in an era of digital cloning. It is spearheaded by a surreal, lo-fi music video starring up and coming musician and DJ VTSS, in which the star is pursued by an army of doppelgangers who steal her spotlight and take over her life, vividly dramatising what it can feel like when your online self starts to slip out of your hands and take on a life of its own. The video was directed by cult Paris-based duo Shadrinsky, known for their provocative and subversive lo-fi viral videos for fashion brands such as Marc Jacobs, Jean Paul Gaultier and MSCHF, whilst the bespoke track, Can’t Catch Me, was the result of a collaboration between VTSS and Charli XCX’s celebrated producer, Hudson Mohawke. The brain rot inspired content from the music video down forms the basis of the campaign’s shorter, more message driven films and memes and is backed by a new digital platform, ownyourworld.online, which houses a series of short, feed-friendly films starring VTSS explaining how your personal data can be duplicated, misused and exploited in ways that are often invisible.
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