Unspotted Spots

Creative idea

Unspotted Spots redefined how media can be used to spark behavioral change. Instead of interrupting audiences, Telekom turned every owned and earned channel into a living metaphor for melanoma’s silent threat. High-risk moles were subtly placed across TVCs, billboards, metro cars, retail spaces, social feeds, and even influencer content—unnoticed until the reveal on Mother’s Day. By timing the disclosure with World Melanoma Day, we transformed a media moment into a cultural reminder: May is for mole checks. Supported by the Telekom Health app’s free online consultations, media itself became both message and motivator, driving real preventive action nationwide.

Brand name: Telekom
Advertiser / client: Hungarian Telekom
Product / service: Telecommunication
Campaign name: Unspotted Spots
Agency network: INDEPENDENT AGENCY
Agency: Mito Creative, Budapest
Media agency: Wavemaker Hungary
Agency chief executive officer: Dániel Kövesházi
Chief creative officer: Gergely Marosi, Balázs Pőcze
Creative director: Dániel Ördög-Kovács
Art director: Péter Lukács, Rita Bernáth
Copywriter: Dániel Ördög-Kovács
Designer: Júlia Mészáros, Annamária Radnics
Account director (agency): Edina Egyházy, Orsolya Nagy-Sándor, Vajda Cynthia
Strategic planner / strategist: Virág Kiss