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Without Consent - A Message from Ella
Agency adam&eveBerlin + DDB Group Germany / Berlin + Mindshare / Frankfurt + Tempomedia Filmproduktion / Berlin
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Category
AI / Idea
Annual ID
ADC103_ART008B
About the Work
Challenge:
Over 75% of parents share their kids* data on social media, unaware of how it could impact their future. Because with the rise of Al and deepfake technology, it's easier than ever to abuse this data. As Europe's biggest telecom provider. Deutsche Telekom wanted to send a wake-up call.
Idea:
Using the latest Al technology on a single photo-graph, we created Ella, the virtually aged version of a 9-year-old girl. In our film, she confronts her parents - and by extension parents worldwide - with the consequences of sharing kids' data online.
We also created a solution: a social filter pixelating children's faces.
Results:
Ella's message became a viral hit, reaching 71 countries with over 51 million views and 2.9 billion impressions. As an educational tool, it produced real behavioral change: a study showed that 2 out of 3 parents changed their opinion on posting their kids
online and will instead #ShareWithCare in the future.
Over 75% of parents share their kids* data on social media, unaware of how it could impact their future. Because with the rise of Al and deepfake technology, it's easier than ever to abuse this data. As Europe's biggest telecom provider. Deutsche Telekom wanted to send a wake-up call.
Idea:
Using the latest Al technology on a single photo-graph, we created Ella, the virtually aged version of a 9-year-old girl. In our film, she confronts her parents - and by extension parents worldwide - with the consequences of sharing kids' data online.
We also created a solution: a social filter pixelating children's faces.
Results:
Ella's message became a viral hit, reaching 71 countries with over 51 million views and 2.9 billion impressions. As an educational tool, it produced real behavioral change: a study showed that 2 out of 3 parents changed their opinion on posting their kids
online and will instead #ShareWithCare in the future.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Agency
adam&eveBerlin
DDB Group Germany / Berlin
Media Agency
mindshare / Frankfurt
Production Company
Tempomedia Filmproduktion / Berlin
Chief Creative Officer
Jens Pfau
Richard Brim
Chief Strategy Officer
George Strakhov
Philipp Schwartz
Creative Director
Christian El Asmar
René Herder
Director
Sergej Moya
Executive Producer
Uli Jason Ulbrich
Producer
Julia Moya
Agency Producer
Meike Van Meegen
Senior Art Director
Daniel Deckarm
Senior Copywriter
Fabio Santos
Simon Schaffhoefer
AR-Filter Designer
Patrick Huber
Chief Brand Officer
Ulrich Klenke
Idea
Lars-Frederic Rexa
Ophelia Dartey
Machine Learning Engineering Lead
Denis Leonov
Managing Director
Christina Antes
Planner
Gillian Orth
Senior Account Manager
Florian Kroeger
SVP, Marketing Communications, TDG
Dr. Christian Loefert
VP, Market Communications, Telekom Deutschland
Philipp Friedel
VP, Marketing Communications Strategy & Media
Dr. Christian Hahn
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