It's nice to be #AmongMyPeople

It's nice to be #AmongMyPeople is the first localized campaign within T-Mobile's global strategy and new direction in communications. The brand unveiled the new platform in early April and launched it on social media and online channels with a video spot with the accompanying hashtag #AmongMyPeople.

"We put a lot of effort into localising the positioning and finding a creative platform and I am very happy that we finally managed to find a way that can bring emotions but also has a great potential to work with humour, hyperbole and Czech personality. Each of us belongs to a microcosm that we create and build around ourselves where we are comfortable. These are the worlds we want to talk about and focus on, be it family, friends, colleagues at work or various communities. According to the survey, Czechs are most content in those microworlds where they experience a sense of security, trust and belonging. At the same time, however, they fear losing contact with those closest to them. Telecommunications technologies are a tool that can help strengthen this connection," says Iva Menclová, Head of Marketing Communications, T-Mobile Czech Republic.

"The story of the spot, which we called Knight's Journey, was four months in the making. During that time, we wrote about fifty scripts and researched different communities that could bring the idea of #AmongMyPeople to life for the whole Czech Republic. We kept coming back to the community around reenactments of historical battles in our discussions and had it on top of the pile of scripts. It was fun to watch as different people on the team told us that they knew someone in their immediate area who was also one of them. That's when we realized we had something really different and potentially fun in our hands," says Mike Martin, Ogilvy's Chief Creative Officer.

What followed was a search for a director who could best portray the chosen theme. "Mark Partyš and I agreed that we wanted to capture the community in a mostly authentic way. That's why the final scenes of the spot feature real 'knights' - interestingly, the day before filming, they took part in a historical reenactment of the Battle of Sudoměř. Mark's idea to use real members of this community allowed us to show interesting and unexpected characters in the story, who will appear on TV for the first time ever," adds Martin.

The 30- and 40-second versions of the spot are displayed on TV and online from 12 April, with the full 80-second version also appearing online. Shorter versions of 15 seconds and 6 seconds will appear in the online part of the campaign and on video platforms. The spots were directed by Marek Partyš and produced by Bistro Films and shot on five locations.

In addition to television, the campaign will be seen until 19 May in print and online media, on social networks (Facebook, Instagram, YouTube and TikTok), in shopping centres and in the operator's point of sale in the form of print and digital visuals.

Campaign details:

Timing: April 8 - May 19 2024

Formats: TV, online, print, point of sale

Creative: Ticino (Ogilvy)

Media: EssenceMediacom

Online Media: Proboston Creative

Production: Bistro films

Director: Marek Partyš

DOP: Radim Střelka

Music: Matyáš Adámek, Jakub Bolbol

Key visual: Dany Peschl

Chief Creative Officer: Mike Martin

Creative Director: Michal Pivarči

Art Director: Francisca Plaza Gonzalez, Sean Harrison

Copywriter: Ondřej Zvolský, Tatiana Hořavová, Justin Gomes

Strategy: Kim Hofmanová, Jakub Hodboď

Account Management: Matej Paluš

Social: Jakub Šumanský, Marie Majerová

Production: Simona Gregorini, Jana Brožková