Deutsche Telekom Inspires Gen Z with Launch of Project Futureproof

Saatchi & Saatchi is behind a new international campaign for Deutsche Telekom, to launch Project Futureproof and inspire and support young people in following their passions when it comes to choosing a career. 

At the core of the campaign is an optimistic short film that invites young people to choose utopia over dystopia and trust that their passion will support them.  

Created by Saatchi & Saatchi and directed by Somesuch’s Rollo Jackson, the film has a message of digital optimism hinting at the career opportunities that will naturally evolve from this generations’ current passions. Set in 2021, a series of sci-fi glitches offers a group of Gen Z a vision into the future, showing a glimpse into how they (and the world around them) have been changed by following their passions. 

The series of vignettes of the future harness a spirit of hope and possibility with a playful, but contemporary, nod to sci-fi. Backed by a version of Billie Eilish’s ‘My Future’, the superstar also cameos in the future world. The campaign will be featured across a range of Gen Z focused digital and social media channels including Instagram, YouTube, TikTok and Spotify.

At the heart of Project Futureproof is a free-to-access digital tool that helps Gen Z to better understand their abilities and how these are connected to future career opportunities. It has been developed in collaboration with both Gen Z contributors and a diverse group of professional skills & employability experts. It aims to connect users to peer-to-peer inspiration & support. It has been supported by seven-time GRAMMY award winner Billie Eilish. 

“The future feels uncertain”, says Billie Eilish, “but I’m always inspired by what our generation is able to achieve in the face of so many different challenges.”

In a post-pandemic world, there are many uncertainties the next generation are facing; culturally, socially & economically. Research released today by Deutsche Telekom shows 61% of European Gen Z are anxious about their future job and career prospects. 54% are unsure what careers will exist in the future, with 43% saying they are unsure if they have the qualities they need to succeed. 

“Gen Z are stepping into a world of work that will have been fundamentally changed by both the COVID-19 pandemic and digital transformation.” explains Ulrich Klenke, Chief Brand Officer at Deutsche Telekom. “We believe that it is our collective responsibility to help them navigate the opportunities & challenges they face. We want to show them that if they have a passion, they have a future.”

More than 1 in 2 European Gen Z are concerned about their post-pandemic futures. Deutsche Telekom’s Project Futureproof aims to stand by Gen Z and leverage digital optimism to help enable a successful future for the next generation. 

Franki Goodwin, ECD of Saatchi & Saatchi said: “It’s been really rewarding to further Deutsche Telekom’s support and investment in young people after such a shocking year for their prospects and to do it with a bit of a sci-fi twist was a creative dream come true. I really hope the campaign inspires young people to double down on their skills and passions and opens up new opportunities for them.” 

The tool, which was developed by Publicis Sapient, the Digital Transformation Hub of Publicis Groupé, uses established RIASEC (vocational personality) modelling to help to connect users with potential future career clusters. It helps Gen Z to see how their passions, skills, talents and personality are fundamental to helping shape their future journey and how they can best use these personal attributes as part of future careers. Unlike existing services, the tool takes a uniquely Gen Z perspective, identifying key trends & changes in the world of work, delivering insights through a personalised, gamified experience and an inspirational content feed.

Alongside the tool, a ‘Project Futureproof’ online hub also features helpful resources where Deutsche Telekom experts share insights on how to write CVs, prepare for job interviews and improve your social media profile. As Europe’s most valuable Telecommunications brand, Deutsche Telekom is dedicated to supporting young people with a broad ongoing range of initiatives including dual student & apprenticeship programmes, careers & employability resources, tailored youth tariffs and localised initiatives.

In 2020, Deutsche Telekom partnered with Billie Eilish to shine a light on the power and potential of connected technology in the hands of young people, as part of the #WHATWEDONEXT campaign, created with Saatchi & Saatchi. Now more than ever, facilitating equal participation in social, economic and cultural life is a key focus for the brand. Project Futureproof is the next phase of its mission to support this generation, and what they do next.  

To find out more visit here.