DDB Germany’s Eric Schoeffler explores the collaborative process behind Deutsche Telekom’s “Move On.”



“It is amazing what you can accomplish if you do not care who gets the credit.” – Harry S. Truman

A copywriter, an art director and a quiet space. Is that the successful formula for modern communication? Hell no. Today we are living in a connected world. We are woken by our phone, we check with our friends before we brush our teeth. We order basically everything such as new clothes, taxis, even fresh food on the Internet. And if we don´t buy then we sell. Or have fun. Or share. We are connected. And we like it. Everything is connected and we become smarter with every interaction.

So here we are. Ten to nine in the morning about to step into the office. There is no reason to forget about reality and enter the ad world of the past where it just needed a copywriter an art director and a quiet place. Today is all about collaboration and co-creativity. Making use of the many more possibilities we have when we join forces. We are not the only few who hold the key to the door of genius. We need to be fast. We need to be open. We need to be flexible.

And we should write that quote of Truman’s onto our walls to focus on the most important thing – the project. That makes life so much easier. And being successful as a group is more fun anyway.

Working on a project like we did for Move On, you will only survive if you collaborate.Without daily interaction between our agencies (DDB Tribal Düsseldorf, Hamburg and Vienna), our clients, media, PR, technology, production company, director, and our partner agency (Saatchi & Saatchi who also supported the projects in a few markets where they handle the account) this project would have never seen the light of day.

And for this project we took collaboration one step further by involving the general public. Thousands of people from all over Europe contributed in various tasks to the movie, which shaped and inspired the out come of this project – truly bringing to life Deutsche Telekom’s claim “Life is for Sharing.”

Without collaboration this ambitious project would have been a serious disaster.

In the end it wasn’t.

It was a huge success instead.

For each and everyone involved.

How cool is that?