The City is Burning

Creative idea

In B2B, reliability is usually promised in functional terms. We turned it into an emotional commitment: 100%. SMEs operate under constant pressure, putting out countless “fires” every day just to keep their businesses running. We made this reality the heart of the campaign. Real Hungarian entrepreneurs were filmed in their workplaces, capturing the physical intensity of their everyday lives rather than an idealised corporate world. The soundtrack was a Hungarian a cappella version of “Ég a város” (“London’s Burning”), a children’s song about a city on fire. Its familiar melody became a metaphor for the endless fires entrepreneurs face and Telekom’s promise to be there, 100%.

Brand name: Telekom
Advertiser / client: Hungarian Telekom
Product / service: Telecommunication
Campaign name: The City is Burning
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: Dániel Ördög-Kovács, Balázs Pőcze
Art director: Rita Bernáth, Péter Lukács, Patrik Béky
Copywriter: Dániel Ördög-Kovács, István Csuhai
Account director (agency): Edina Egyházy, Orsolya Nagy-Sándor, Diána Ványi
Strategic planner / strategist: Virág Kiss
Agency producer: Gergely Kisfali, Záli Bán