Macedonian Telekom - Flush the Hate

Creative idea

Challenge Protected by their screens, people post the most horrible things online. Telekom has a responsibility to build an internet free of hate. Idea We tracked the hate in real time, using 200+ hateful keywords and insults. They led us to the most toxic comments on the internet. Then, we printed them - on toilet paper. Execution We used hate comments from top influencers and sent rolls to them, sparking viral reactions and making hate physically disposable. This sparked a social media avalanche. Telekom flushed the hate away.

Brand name: Macedonian Telekom
Advertiser / client: Macedonian Telekom
Product / service: Network
Campaign name: Flush The Hate
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi Skopje
Agency chief executive officer: Aleksandra Dilevska
Creative director: Dejan Spirkoski
Art director: Ivan Petrushevski
Copywriter: Nikola Trpeski
Designer: Iva Jovanova
Account director (agency): Katerina Deanoska
Media director: Igor Celebic
Managing director: Jelena Vekic
Strategic planner / strategist: Eleonora Gorgeva
Pr director: Saso Duljanov
Post production: Aleksandar Jakovlev
Additional company: Account Executive: Marina Zlateska Bozikj Digital Director: Nenad Ristovski PR Executive: Kiril Zarinski Social Media Lead: Slobodan Jakjoski Social Media Specialist: Marinela Ristovska