My transition to ECD of the Deutsche Telekom account came as the urgency to rejuvenate the brand across Europe started to ramp up. We’d spent a lot of time thinking about the negative effects of phone use and young people’s screen time but not enough time thinking about the judgement and stigma that kids felt every day just for being on their phones – no matter what they were doing. And when we started to ask the right questions we discovered that adults wanging on about screen time was BORING AS FUCK to them. So we decided to stand up for them with a campaign that gave them all a platform to show what they were really doing on their phones. And then we invited Billie Eilish to be a part of it. I first pitched to her the day before she played the main stage at Glastonbury. I was nervous, she seemed pretty chill.

The campaign has been incredibly well received, picking up Gold at Eurobest and much more importantly the endorsement of young people themselves. I’m very proud of it.

We recruited an awesome ensemble of impressive young people to be part of the campaign. They featured in the launch film and across social and digital channels.

Here’s a couple of nice pieces from Campaign and Google about how we made the campaign.