Macedonian Telekom - Flush The Hate

Creative idea

Challenge Protected by their screens, people post the most horrible things online. As the largest network, Telekom has responsibility to build internet free of hate. Idea We tracked the hate in real time by using social listening tools, using 200+ hateful keywords and insults. They helped us to gather data about the most toxic comments on the internet. 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 turned hate speech into toilet paper and flushed it 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
Media agency: Igor Celebic
Agency chief executive officer: Aleksandra Dilevska
Creative director: Dejan Spirkoski
Art director: Ivan Petrushevski
Copywriter: Nikola Trpevski
Designer: Iva Jovanova
Account director (agency): Katerina Deanoska
Managing director: Jelena Vekic
Strategic planner / strategist: Eleonora Gorgeva
Pr director: Saso Duljanov
Post production: Aleksandar Jakovlev
Additional company: Account Executive: Marina Zlateska Bozikj Art Director: Ivan Petrushevski Digital Director: Nenad Ristovski PR Executive: Kiril Zarinski Social Media Lead: Slobodan Jakjoski Social Media Specialist: Marinela Ristovska