Our ongoing brief is to build affinity with young people, telcos’ super users. This is the latest chapter in a multi-year programme of Gen Z focussed campaigns.

Our task was to continue the brand's sustained commitment to support and connect the younger generation. It is part of a broader brand rejuvenation strategy.

Launched against a backdrop of unprecedented economic, environmental, and societal pressures on young people, we wanted to help acknowledge that modern life is stopping Gen Z having the joyful, fun and carefree experiences traditionally granted to young people.

Inspired by the quote “I am youth, I am joy, I am freedom” from James M Barrie’s Peter Pan novels, the campaign connected Gen Z with the lifeblood of youth culture - real world music experiences - by giving away thousands of free nights out across Europe.

The film toes the line between magical and real by blending cinematic moments with visual effects.

Scouting and AI informed light usage during pre-production. Lighting was crucial in showcasing Telekom’s Magenta, notably the Wendy studying and entering Neverland scenes.

The film is peppered with Peter Pan easter eggs. From the ads in the train for Crocky Energy and mermaid tuna, to the fairy sitting on Wendy’s desk. There are pirates in the party and Peter Pan quotes throughout.

Sound is vital for party scenes. Jayda G performed live, igniting the crowd, and crafted an energetic Ninja Tune remix for the ad.

Our music video style campaign film acted as a rallying cry for young people to take a break from big stress and just have some fun.

The film was viewed 82M times and reached 92% of our target audience across 10 markets.

We connected 37.2K young people to real world music experiences – from exclusive Telekom small-crowd gigs and pop-up events with Jayda to tickets to some of Europe’s best festivals. An additional 180K young people attended Jayda G’s live performance on Roblox.