#Respect

Creative idea

Slovak Telekom wanted to kick off 2023 with a new concept that would reflect the mood of the polarized Slovak society. The brand is well aware that the differences between us are most visible in the digital environment which is being built by Telekom as a data provider. The new communication platform became #Respekt. We introduced it with a brand manifesto that emphasised that without mutual respect, our country will never be united. We cast Slovak personalities who encounter disrespect in everyday life. For each of them, we created a micro world depicting the obstacles they and the communities they represented face in their lives.

Brand name: Slovak Telekom
Advertiser / client: Slovak Telekom
Product / service: Image
Campaign name: #Respect
Agency network: SAATCHI & SAATCHI
Agency: MUW Saatchi & Saatchi, Bratislava
Production company: Hitchhiker Films, Protos Productions
Creative director: Jaroslav Vígh
Art director: Veronika Holaňová, Eduard Drexler, Katarína Sopková, Matej Ježko
Copywriter: Ivana Polohová, Ivana Viteková, Sabina Lukáčová, Jakub Kuvik, Peter Rajčák, Denisa Pajkošová, Juraj Chmel, Martin Krafčík
Account director (agency): Tatiana Hrutková
Strategic planner / strategist: Kamil Charvát
Director: Wolfberg
Director of photography: Marián Ontko
Music: Viktor Hazard & K2 Studio