Billie Eilish has teamed up with Deutsche Telekom to promote the German telecoms company's new digital platform, Project Futureproof, which aims to 'demonstrate the huge potential of Gen Z and help inspire them to identify future careers, as well as uncover skills they do not know they have'.
The seven-time Grammy winner stars in an 'optimistic short film' to promote the new platform, and the campaign is also soundtracked by her single My Future. Eilish commented 'The future feels uncertain, but I'm always inspired by what our generation is able to achieve in the face of so many different challenges'.
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In the film, with footage shot pre Covid-19, Gen-Z turn the negative perception of their tech usage on its head, showing how connected technology is actually a powerful tool to affect the things they really care about, from campaigning for the climate and human rights, to creativity and even cyber security.
Tellingly, the campaign, created out of Saatchi, is presented as an Eilish-led collaboration—it’s titled “Billie Eilish x Telekom: What We Do Next”—and is accompanied on YouTube by a short interview video (below) starring Eilish and some of the young activists and entrepreneurs featured in the main ad.
Research released by Deutsche Telekom reveals that Gen-Z show a high level of optimism for the potential that technology can offer, with 83% saying that connected technology is key to building a better future. Following the disruptions caused by Covid-19, 93% of European Gen-Z think that connected technology can be a useful tool for learning and education. 86% feel that it enables them to connect with online communities through shared passions. 90% say that the engagement of young people is key to building a better future, with 75% saying that social media supports them in standing up for what they believe in.
Kate Stanners, chairwoman and global chief creative officer, at Saatchi & Saatchi, said: “There is a misconception about Gen-Z that they stare at their screens and do nothing. Deutsche Telekom believe in harnessing the power of technology to improve their lives and the lives of others. They want to enable this generation to fully participate in the opportunities that connected technology can give them, be that social, cultural or economic.”