In the past few days, the Macedonian public has reacted emotionally to the new video by Macedonian Telekom, featuring the well-known actor and showman Igor Džambazov. The creative idea and campaign were made by the agency Saatchi & Saatchi, part of Publicis Groupe Skopje.
The campaign is an extension of the communication platform #MakeSpace, which Telekom launched last year, and tells the story of how we are not born with prejudices, but rather learn them from the world and society around us.
The narrative of this campaign is based on the openness of a child’s mind, which eagerly awaits to discover the world, and reminds us of how important the values we acquire as children are. Value creation begins from an early age and should be based on respect, tolerance, and true connection.
Saatchi & Saatchi faced a challenging task: to visually represent the prejudices that society is confronted with, without romanticizing or softening them. That is why they chose babies, as the purest form of existence, who still have to learn about life in this world.
The team behind this idea at Saatchi & Saatchi, part of Publicis Groupe Skopje: Dejan Spirkoski, creative director, Jelena Vekic, executive director, and Eleonora Gorgeva, strategic director, while the execution was in collaboration with Sector Film. The director of the spot is Angel Apostolski, and the director of photography is Aleksandar Pavlovic.
The new campaign once again calls for genuine connection and the breaking down of barriers. By addressing prejudices and inviting their overcoming, Macedonian Telekom as a brand continues to work on building true connections among people.
