Telekom – Magenta Blossom
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
With Magenta Blossom, Deutsche Telekom has positioned itself as a pioneer of an innovative medium that makes its commitment to sustainability and technological innovation tangible while simultaneously strengthening the brand. 21.7 million wildflowers formed the Telekom logo and sustainability label #GreenMagenta on an area the size of 56 football fields: the largest OOH display in the world. Utilizing smart farming technology via 5G and GPS, Magenta Blossom was not only a commitment to the environment, but also a research project to study the effects on biodiversity. High-reach communication reached 28 million people, both on-site and online.
The Jury‘s Statement
Deutsche Telekom has created an impressive example of sustainable brand communication with "Magenta Blossom." By using nature as a medium, the project uniquely combines technological precision with ecological awareness. The large-scale presentation and the innovative use of smart farming technology give the brand not only powerful visibility but also set a strong statement for environmental responsibility. With clear, thoughtful design and interactive elements, the connection between brand, technology, and nature is made tangible in a striking way. This project impresses with its strategic depth, visual clarity, and consistent execution. It demonstrates how impactful brand communication can be when it authentically conveys values while providing real societal benefits.
