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


Issue 26: 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.

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Our job is to sell our clients’ merchandise… not ourselves. Our job is to kill the cleverness that makes us shine instead of the product.

Bill Bernbach

Eric Schoeffler; CCO DDB Tribal Group; Germany and Austria

After studying graphics & design Eric began his career in 1994 in an independent agency in Cologne. In 1999 he joined DDB in Düsseldorf. As an art director Eric worked for clients such as Henkel, AXA, Volkswagen and “Der Spiegel” News magazine. Two years later he took over the global Fa cosmetic account as creative director.

In 2004 he was appointed to the Board of the Düsseldorf Office. As ECD and MD he was responsible for clients such as PernodRicard, Premiere PayTV, Volkswagen, Gatorade, Eon Energy, Diesel and Deutsche Telekom.

Since 2011 Eric is chief creative officer leading and promoting the creative potential of a new agency model DDB Tribal with 4 offices in Berlin, Düsseldorf, Hamburg and Vienna. With his open and inquisitive nature he positively influences spirit, social creativity and collaboration within the agencies.

Eric is member of ADC Germany and D&AD. Together with his teams he has won way over 100 national and international awards, including 21 Cannes Lions.

“Move On” was the first road movie starring Mads Mikkelsen developed by Deutsche Telekom, shaped and inspired by thousands of users from all over Europe, who contributed in various tasks to the movie. Its aim was to prove the capabilities of Deutsche Telekom’s mobile Internet services and products.

Our message to the press and the people: From the soundtrack to the getaway car, from the Hungarian way to propose a toast to a role as an extra – together with Mads Mikkelsen and director Asger Leth, we called on users to take part in the project and fulfill hundreds of different tasks on our campaign platform.

Mads Mikkelsen and participants from Germany and Macedonia

(Featured in the German Episode)

8000 kilometers through half of Europe and 8 Telekom markets – over 400 winners and their contributions made it into the movie. Thanks to daily behind the scenes reports, users were engaged in the project even after the participation phase ended.

During the shoot, the press could meet and interview Mads Mikkelsen and was supplied with material, getting the chance to report on the project’s progress.

The huge digital platform with tasks for contestants

More than 10,000 people entered their contribution on the campaign platform, spreading their entries and thus the message about “Life is for sharing” through their social media networks. With over 1.25 million views of the full length movie, 3 million views of all the content, a media reach of over 57 million euros, page impressions far above 6 million clicks and 6.9% of TV-watchers watching the film during the TV-station’s Christmas programming, Move On was a huge success online and offline.