Special Olympics & FC Bayern tanzen für #Thüringen2024
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials & Virals
Details
More visibility for inclusion and the National Winter Games! In this context, the TikTok clip "Special Olympics&FC Bayern dance for #Thüringen2024," initiated by Telekom, created attention. In the video, the gold-winning dance pair of 2021 & 2024, Patricia Schramm and Daniel Pausch, invited the professionals from FC Bayern München for a special dance. The humorous clip was released ahead of the National Winter Games, emphasizing the significant importance of inclusion in the Telekom community.
The Jury‘s Statement
Deutsche Telekom, as one of the most valuable German brands, has launched "Special Olympics & FC Bayern tanzen für #Thüringen2024", an extraordinary initiative that strengthens awareness of inclusion through a creative and cordial video campaign on TikTok. By bringing together athletes* of the Special Olympics and professionals of FC Bayern Munich in a joint dance, not only an enormous reach was achieved, but also a strong signal for social participation was set. The campaign is characterized by an innovative approach to the use of social media to draw attention to important social issues and its ability to create emotional connections and encourage interaction. Deutsche Telekom’s commitment to inclusion, coupled with the popularity of FC Bayern München, made this clip a remarkable example of successful brand communication that goes beyond traditional advertising.
