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
Category
Music Adaptation / Song
Annual ID
OS25_MS036M
Background
Bridging the Divide: A Call for Understanding in a polarized world
The world is more polarized today than ever before. According to an IPSOS study, one in three people believes that cultural conflicts deeply divide society. Among the most contentious issues are wealth inequality, political orientation, social status, immigration, and the clash between progressive and traditional values. These divisions shape our societies, influence public discourse, and challenge our ability to coexist. The widening gap between groups with opposing beliefs fosters an environment where individuals retreat into their own echo chambers, isolating themselves from different perspectives.
Telekom: The True Connector of People
As a brand, Telekom firmly believes that meaningful interactions and connections drive us forward - by sharing experiences, inspiring one another, and offering support. Telekom aims to raise awareness about social bubbles, highlighting how they prevent us from truly connecting with others. We believe that only an open society - one that embraces different opinions and lifestyles - can serve as a true catalyst for social cohesion. By breaking down barriers, we can soften the edges of polarization and strengthen the fabric of society.
The world is more polarized today than ever before. According to an IPSOS study, one in three people believes that cultural conflicts deeply divide society. Among the most contentious issues are wealth inequality, political orientation, social status, immigration, and the clash between progressive and traditional values. These divisions shape our societies, influence public discourse, and challenge our ability to coexist. The widening gap between groups with opposing beliefs fosters an environment where individuals retreat into their own echo chambers, isolating themselves from different perspectives.
Telekom: The True Connector of People
As a brand, Telekom firmly believes that meaningful interactions and connections drive us forward - by sharing experiences, inspiring one another, and offering support. Telekom aims to raise awareness about social bubbles, highlighting how they prevent us from truly connecting with others. We believe that only an open society - one that embraces different opinions and lifestyles - can serve as a true catalyst for social cohesion. By breaking down barriers, we can soften the edges of polarization and strengthen the fabric of society.
Creative Idea
Snow Globes: A Powerful Symbol of the Bubbles We Live In
We discovered a simple yet meaningful metaphor—a Christmas parallel that illustrates the filter bubbles we increasingly enclose ourselves in. These bubbles keep us separated, preventing our worlds from truly connecting.
In our Christmas spot, we portrayed two elf girls living in separate bubbles who, in their innocence, form a genuine friendship despite their differences. Children, by nature, are free from prejudice and preconceptions—a reminder that we, too, can overcome divisions created by polarized opinions. This idea is reinforced by the campaign’s final message: Connections begin when barriers break.
Through our Christmas campaign, Telekom encourages people to recognize the bubbles they live in and empowers them to break free, fostering deeper connections and greater understanding.
We discovered a simple yet meaningful metaphor—a Christmas parallel that illustrates the filter bubbles we increasingly enclose ourselves in. These bubbles keep us separated, preventing our worlds from truly connecting.
In our Christmas spot, we portrayed two elf girls living in separate bubbles who, in their innocence, form a genuine friendship despite their differences. Children, by nature, are free from prejudice and preconceptions—a reminder that we, too, can overcome divisions created by polarized opinions. This idea is reinforced by the campaign’s final message: Connections begin when barriers break.
Through our Christmas campaign, Telekom encourages people to recognize the bubbles they live in and empowers them to break free, fostering deeper connections and greater understanding.
Insights & Strategy
In an increasingly polarized world, technology, rather than bridging divides, often deepens them. Algorithms curate our online experiences, surrounding us with content that aligns with our existing beliefs and values. This creates echo chambers—social or informational filter bubbles where only similar perspectives are shared and reinforced, limiting exposure to diverse viewpoints. As a result, divisions grow stronger, making meaningful dialogue more challenging.
In a time when division seems inevitable, the real challenge is finding ways to break free from these digital silos and foster genuine conversations that promote understanding, empathy, and connection across differences.
In a time when division seems inevitable, the real challenge is finding ways to break free from these digital silos and foster genuine conversations that promote understanding, empathy, and connection across differences.
Execution
We created a story that serves as a fairy-tale metaphor about two girls from different worlds. Despite the barriers that separate them, they find their way to friendship. In these challenging times, the message deeply resonated, touching hearts and inspiring openness and storytelling.
Under the direction of Alex Feil, we brought two enchanting worlds to life. Mortimer Hochberg’s cinematography, enhanced by RUR Studio’s stunning visual effects, adds depth and magic to the narrative. Three-time Oscar winner Mark Coulier crafted the intricate masks, while the spot’s soundtrack features a beautifully reimagined version of Shchedryk, performed by the London Girls’ Choir under the guidance of Supreme Music.
The filming took place in the historic Czech town of Žatec, now a UNESCO World Heritage Site. If the scenery feels familiar, it’s because Žatec also served as a backdrop for the acclaimed film Jojo Rabbit.
Under the direction of Alex Feil, we brought two enchanting worlds to life. Mortimer Hochberg’s cinematography, enhanced by RUR Studio’s stunning visual effects, adds depth and magic to the narrative. Three-time Oscar winner Mark Coulier crafted the intricate masks, while the spot’s soundtrack features a beautifully reimagined version of Shchedryk, performed by the London Girls’ Choir under the guidance of Supreme Music.
The filming took place in the historic Czech town of Žatec, now a UNESCO World Heritage Site. If the scenery feels familiar, it’s because Žatec also served as a backdrop for the acclaimed film Jojo Rabbit.
Results
The idea of overcoming barriers through openness and respect became the most impactful telco communication of the year, aired by 11 markets of Europe - Slovakia, Czech Republic, Germany, Poland, Austria, Macedonia, Romania, Croatia, Hungary, Montenegro, and Greece. Overall, our campaign reached up to 112,96 million people. Altogether, we reached more than 3 billion impressions.
The campaign captured the attention of various media, including UpWorthy, Huff Post, AdWeek, AdAge, Muse by Clio, MAM, Horizont, AdForum, and many more.
The campaign captured the attention of various media, including UpWorthy, Huff Post, AdWeek, AdAge, Muse by Clio, MAM, Horizont, AdForum, and many more.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Saatchi & Saatchi Germany / Düsseldorf
MUW Saatchi & Saatchi / Bratislava
Production Company
Armada Films / Praha
Music / Sound Production Company
Supreme Music / Hamburg
Post Production Company
R.U.R. / Praha
Art Director
Matej Jezko
Tomas Banik
Veronika Holanova
Associate Creative Director
Adam Baska
Chief Creative Officer
Dennis May
Creative Director
Jaroslav Vigh
Director
Alex Feil
Director of Photography
Mortimer Hochberg
Photographer
Pavel Hejny
Strategist
Lenka Dzurendova
Strategy Director
Kamil Charvat
Executive Producer
Pavel Picek
Account
Eva Jarembekova
Zuzana Kormancova
Account Director
Tatiana Baca
CGI Artist
Tomáš Král
Colorist
Marina Starke
Head of CGI
František Hradecký
Line Producer
Petr Slavik
Masks
Andrea McDonald
Mark Coulier
Post Production Manager
Tibor Hutter
Senior Client Partner
Jennifer Pohlmann
Set Designer
Martin Krejzlik
VFX Compositor/Supervisor
Peter Nemec
VFX/CGI Head of Production
Michal Berka
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