The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
What We Do Next
Agency Deutsche Telekom / Germany + Saatchi / London + Electric Theatre Collective / London + Somesuch / London & LA
Category
Influencer Marketing / Multi-Channel
Annual ID
OS_SM21_096M
About the Work
Deutsche Telekom recognised that their younger audience wasless engaged. Our brief was to rejuvenate the main DT brand by building an authentic relationship with Gen Z.Whether you’re a world famous popstar or an activist with 500 followers, if you’re a teenager you have, at some point, been judged by an older person for being on your phone. Gen Z was being written off as a disconnected, phone obsessed generation. Our approach was to publicly resolve this tension using an artist who more than any other in the world has come to represent the power, creativity and originality of this generation: Billie Eilish.Gen Z can spot inauthenticity a mile off so it was crucial we told real stories. We found 6 inspirational young talents, all who stood for something close to Gen Z’s heart. We created a film that brought their stories to life, heroed by the ultimate voice of their generation. We launched across 9 European markets on UN International Youth Day, kicking off with Billie Eilish sharing the film. Our talent amplified the launch across their social followings and the film was shared by Gen Z worldwide. Cut downs of our film targeted Gen Z in paid social across Europe, supported by bespoke Instagram content and an exclusive BTS interview featuring Billie and our ensemble. Our second phase kicked off on 2nd September with our #whatwedonext face filter challenge on instagram, partnering with influencers across local European markets. Short videos spotlighting inspirational Gen Z stories were rolled out across paid media.#WhatWeDoNext kick started Deutsche Telekom’smission to support this generation as they find their way in a new world –providing a platform for Gen Z to take an active role in the conversation.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi / London
Media Agency
Emetriq / Hamburg
WPP Team Magenta / Düsseldorf
PR / Marketing Agency
Proud Robinson + Partners / London
Client / Brand
Deutsche Telekom / Germany
Production Company
Somesuch / London & LA
Prodigious / London
Post Production Company
Electric Theatre Collective / London
Chief Creative Officer
Guillermo Vega
Chief Design Officer
Talveer Uppal
Designer
Nicholas Pires
Director of Photography
Mátyás Erdély
Executive Creative Director
Franki Goodwin
Will John
Executive Producer
Tash Tan
Sound Designer
Dan Beckwith
Writer
Francesco Grandi
Art Director & Writer
Mia Silverman
Chairwoman & Global Chief Creative Officer
Kate Stanners
Account Director
Terri Turner
Account Manager
Cali Fish
Artist / Brand Relationship Management
Miracle Music / London
Business Leader
Anne Schlicht
Colourist
Luke Morrison
Costume Stylist
Larissa Bechtold
Creative Producer
Nayab Malik
Director & Photographer
Vincent Haycock
Editorial & Social Media
Looping Group / London
Head of Planning
Sam Wise
Influencer Management
Pulse Advertising / London
International Client Services Director
Clare Shaw
Line Producer
Marta Spychalska
Youree Henley
Planning Partner
Mathieu Abet
Production Designer
Chris Jones
Paulina Szpila
Project Manager
Max Harrison
Senior Planner
Laura Pugh
Related Awards
