In a society that has never been more technologically connected and close, it’s paradoxical that people are increasingly separated, with many living in isolated “social bubbles,” accepting only those who look, think, and act like them. This growing divide affects the entire society’s ability to understand and embrace diversity.
“Connection Begins Where Barriers Disappear” represents a socially expansive platform derived from “Connections Begin When Barriers Break,” Deutsche Telekom’s Christmas campaign that will be showcased across ten European countries.
A central component of the “Connection Begins Where Barriers Disappear” platform is a Christmas film shot in the style of a modern fairy tale. It tells the story of two little girls who live in seemingly different worlds, separated by a glass wall. Despite the separation, they develop a friendship, and their touching childlike openness and curiosity break down invisible barriers and socially imposed prejudices. The story culminates when the girls exchange Christmas gifts, realizing that they both had the same idea of breaking the invisible wall that divides them. That wall is the glass of snow globes, a metaphor for the social barriers that distance us from each other. When these barriers are finally shattered, it marks the end of physical separation and the beginning of true connection.
“There are so many obstacles that divide us in our private, family, and professional lives. But, more importantly, there are just as many opportunities to remove these barriers and connect. Each of us can take that one step, make one gesture, or reach out to someone we’ve been distanced from due to prejudice, misunderstanding, pride, or other reasons. This holiday season, we want to inspire everyone with stories of people who succeeded in breaking down the barriers that separated them from others. We want to show through these stories the positive changes that breaking down those barriers brought to their lives,” said Branka Bajt, Brand Director at Hrvatski Telekom.
“Our brand aims to connect people. We want to clearly convey the importance and possibility of breaking down barriers. Our company is dedicated to social cohesion, greater tolerance, the fight against all forms of discrimination, and advocating for what unites people, societies, and cultures,” emphasized Ulrich Klenke, Brand Director at Deutsche Telekom, who introduced the holiday campaign styled as a modern fairy tale across ten European markets.
TV Campaign:
Creators: MUW Saatchi & Saatchi Bratislava
Production: Armada Films
Director: Alex Feil
Music: Supreme Music
The campaign has been recognized and commented on by prominent global media in the communications industry:
- AdAge: “A touching holiday campaign about closeness and divisions.”
- MUSE by Clios: “A thought-provoking, cinematic depiction for the holidays.”
- Marketing&Media: “A charming modern fairy tale.”
Horizont: “Every second is engaging.”
