Artist

VTSS

Agency

INGO Stockholm

Purpose

The Deutsche Telekom #OwnYourWorld campaign addresses data privacy in a way that speaks directly to Gen Z – through music and culture. Grounded in research revealing that most Gen Zers are highly aware of their digital footprint yet feel unprepared to control it, the campaign steers clear of preaching. Instead, it places viewers directly into an unsettling yet entertaining audiovisual experience inspired by Gen Z’s favorite online content: brainrot.

Part of the larger ‘Own Your World’ initiative—which spans TV, social media, and out-of-home—the campaign’s power lies in a striking visual metaphor. Rather than instructing Gen Z to safeguard their data, Telekom lets them feel the impact of losing it.

Approach

We initiated a collaboration with techno DJ, artist and producer VTSS and her new track “Can’t Catch Me”, co-produced by Charli XCX collaborator Hudson Mohawke, which was the centre of the brand campaign. Together with Virgin Music Group the track was released on streaming platforms and brought to life in a stylish music video directed by Shadrinsky, the director duo behind viral videos for Jack Harlow („Hello Miss Johnson“) and fashion brands like Marc Jacobs and Mugler. Telekom celebrated the campaign release with an entertaining PR stunt (involving branded cake!) and buzzing press release, followed by a rave at the iconic Vienna landmark Café Landtmann, featuring DJ sets by Radio Rudina, LSDXOXO and VTSS herself.