Vivicittá Interview Marathon

Creative idea

Race data usually ends as a number on a results page. We turned it into a conversation. Each runner’s distance, finish time, pace, placement, split times and race progression became creative inputs for AI Gundi, a digital version of Hungary’s best-known sports commentator. The system interpreted the data, selected a meaningful moment from the run, asked a uniquely relevant question, then listened and reacted to the runner’s answer. For those not interviewed live, the same data generated a bespoke video recap. Telekom transformed cold performance statistics into personal recognition—and made every dataset tell a human story.

Brand name: Telekom
Advertiser / client: Hungarian Telekom
Product / service: Telecommunication
Campaign name: Vivicittá Interview Marathon
Agency network: INDEPENDENT AGENCY
Agency: Mito Group, Budapest
Media agency: WPP Hungary
Agency chief executive officer: Albert Farkas
Chief creative officer: Gergely Marosi, Balázs Pőcze
Creative director: Gergely Marosi
Art director: Patrik Béky
Copywriter: Gergely Marosi, Bence Bán
Designer: Viktória Mezey
Account director (agency): Edina Egyházy, Orsolya Nagy-Sándor, Cynthia Vajda
Strategic planner / strategist: Orsolya Heauthaler
Agency producer: Záli Bán
Digital production: Márton Szabó Biczók, Andrea Tolnai, Csaba Horner, Zsolt Tátrai, Roland Tóth
Additional company: Áron Igmándy