But now, let’s talk about the key criteria that were necessary from our side, KMH’s side, and of course, Telekom’s side to successfully execute the most complex integrated campaign of the past few years, running for 7 months (plus the preparation months).

Firstly, openness was essential. We’ve done numerous campaigns before – telco Christmas campaigns, brand launches from scratch, FMCG and banking platforms – and over 50 different award-winning projects in just the past 7 years, but nothing like this. However, we were fully aware that this was new territory for us as well, and we approached the project with open minds, ready to learn.

Despite our experience, none of us had been involved in writing a series before, so it was a great experience for us to delve into and contribute to such a creative process. Openness was also required for the collaborative creative development and execution with a creative and production team working in fundamentally different backgrounds and formats on the campaign materials.

And for this collaboration to work well and produce the best creative output, something else was needed: leaving egos outside the room. If we had started to focus on whose word was final, whose idea was better, who should present, or whose voice was deeper for the robber attack, this output would never have come out of this campaign.

Of course, in the beginning, it took us time to get used to each other and to get into the groove of this process, but once everyone relaxed and approached each other and the work with modesty and humility, it quickly became apparent during the closeness that everyone wanted the best and everyone understood the world and was even funny, and then everything really went smoothly as a joint creative team.

And we come to the third noteworthy point: the team. There was a very close-knit and dedicated team, both on the client side and on the agency side. We spent a lot of time together, maybe sometimes too much, but this really fostered maximum ownership. Immediate problem-solving, and therefore much less frustration and tension in the process, as we tackled the challenges together as a joint project team.

It wasn’t the typical process of brief-disappearance-presentation-comments-presentation-why doesn’t the agency understand-what the hell is wrong with the client-presentation-okay, let’s do it because there’s no time, but rather, we solved the challenges together through communication and collaboration.