Deutsche Telekom has been committed to a web without hate and to respectful behavior in the digital world for years. In 2023, however, Germany, like other European countries, experienced a resurgence of open racism, sexism and anti-Semitism. Deutsche Telekom wanted to send a quick and clear signal in this environment. With a simple but impressive idea: hate speech is sometimes perceived by those affected as larger than life and overwhelming. So, that’s exactly how we show it, several stories high and projected brightly onto the walls of nightly buildings, marking the people who live inside. But we also show the solution: darkness can be fought with light, hatred with solidarity. And we call on people to do things differently this year. Better. Brighter. 2024 needs more light.

For a film that had to be very close to the people affected by hate comments on the one hand and convey large, epic images on the other, the camera work was of crucial importance.

The fact that the shoot took place exclusively at night and with low lighting, and that every shot had to take into account how the digitally created hate comments would later look, outside and inside of the buildings, posed a particular challenge for the DOP and director. This alternation between close proximity to the protagonists and wide shots of entire buildings decorated with hate comments, all the way to a "Fight Club"-like view over the entire city at dawn, makes this film something special.

The goal of this campaign was less about engagement KPIs, but rather about making a strong statement as Germany’s leading telco brand. We wanted to send a powerful signal against hate speech and remind people that hate can be fought with light and solidarity.

1. Our campaign 'More Light’ reached 30.8 million Germans, achieving awareness for our brand platform against hate speech of 41,7%.

2. We proved commitment to social responsibility:

Our KPI ‘lives up to its social responsibility' increased by 16%,

rising from 51.9% before to 60.2% by the end of the campaign.

3. We inspired people to be respectful to each other:

Our KPI ‘advocates a respectful behavior in the digital space' increased by 18,4%,

rising from 54.9% before the campaign to 65% by the end of the campaign.

4. Our overall brand image improved by 19,6%, reaching 59,3%.