Thousands of champions

Creative idea

Hungary excels in sports but unfortunately also leads in alcoholism, smoking, and obesity. Telekom strives to enhance societal well-being through digital innovation. By sponsoring the Vivicitta running race, Telekom motivates participants to establish healthy habits. This year, 10 AIs simultaneously generated personalized articles using 16 prompts for each runner using registration and timing data, analyzing 63 data points per athlete to craft unique race reports highlighting individual strengths and illustrated with a photo of each contestant. Participants received these reports immediately after the race and upon approval were published on the National Sport site, previously exclusive to professional athletes.

Brand name: Magyar Telekom
Advertiser / client: Magyar Telekom
Product / service: Telecommunication
Campaign name: Telekom Vivicitta 2024
Agency network: INDEPENDENT AGENCY
Agency: Mito, Budapest
Media agency: Wavemaker Hungary
Agency chief executive officer: Dániel Kövesházi
Chief creative officer: Gergely Marosi
Creative director: Dániel Ördög-Kovács
Art director: Péter Lukács, Adél Czebe
Copywriter: Bence Bán
Designer: Júlia Mészáros, Viktória Mezey, Dóra Gyöngyösi
Account director (agency): Tina Ruppl, Eszter Debrenszki, Edina Egyházy
Strategic planner / strategist: Andrea Kovács
Additional company: 'Digital Production - Andrea Tolnai, Márton Szabó-Biczók, Áron Igmándy, Csaba Horner Production Manager - Gergely Kisfali'