Graduates of Cyberbullying

Creative idea

We turned a graduation tradition into a powerful medium spotlighting cyberbullying. Every school year, 14,000 students in Slovakia fall victim to cyberbullying through leaked intimate photos. Telekom couldn’t ignore this. To spotlight it, we used a medium typical for Slovak students: a graduation board. In June, when these boards appear in shop windows across the country, we created one unlike any other. We generated 14,000 pixelated intimate photos, symbolizing victims of leaked nudes, and turned them into the largest graduation board ever. The OOH was installed in a school and in the largest mall in the country.

Brand name: Telekom
Advertiser / client: Telekom
Product / service: Telecommunications provider
Campaign name: Graduates of Cyberbullying
Agency network: SAATCHI & SAATCHI
Agency: MUW Saatchi & Saatchi Bratislava
Media agency: Wavemaker Slovakia
Production company: MUW Saatchi & Saatchi – In-house production
Agency chief executive officer: Jaroslav Vígh
Art director: Terézia Ščasnovičová, Tomáš Bánik, Matúš Lukáč, Veronika Holaňová, Monika Rybárová, Artem Chibirev, Viktor Králik
Copywriter: Sabina Lukáčová, Michaela Markusková, Martin Hluchý
Account director (agency): Tatiana Bača
Client account director: Petra Novotná, Michal Mrnčo, Ondrej Mikuš, Ivana Lužinová Váleková, Miroslava Remenárová, Tatiana Švrčková, Alexander Sejna
Strategic planner / strategist: Kamil Charvát
Senior planner: Lenka Dzurendová
Photographer: Martin Palkovič
Film production: Marián Zverbík, Lukáš Krist, Martin Palkovič, Michal Roďom, Martin Hluchý