Respect is a sign of affection.
Hate is everywhere and hits everyone. But not everyone gets hit equally. For some, it shapes their entire lives.
Our #GegenHassImNetz campaign for Deutsche Telekom puts these lived realities center stage.
Starting with women — and a German saying that shows how deeply misogyny is rooted in our society, and how systematically we play it down: “Was sich liebt, das neckt sich.” Roughly translated: “Teasing is a sign of affection.”
The film kicks off the campaign, showcasing how this seemingly harmless phrase excuses crossed boundaries among teenagers, and how quickly it escalates into (digital) violence.
It then reframes the saying: respect is a sign of affection. So is support.
And both start with those who stop looking away.
Thanks team!
Managing Director
Thomas Heyen
Executive Client Service Director / Member of the Board
Florian Laufenberg
Executive Creative Director
Alexander Norvilas
Executive Strategy Director
Jessica Buch
Creative Director
Marian Schuett
Head of Creative Services
Ralph Teichmann
Account Director
Sina Schwarz
Senior Strategist
Lea Keppler
Copywriter
Wanda Von-Mandelsloh
Art Director
Luisa Duffhauß
Account Manager
Verena Eckmann
Junior Strategist
Jule Schneider
Junior Strategist
Kenzo Junge