Deutsche Telekom urges Gen Z to own their choices

The campaign addresses the volume of advice and expectations Gen Z encounters across digital platforms

Deutsche Telekom has launched NOT A PASSENGER, a Gen Z campaign encouraging young people to take greater control of their identity and choices amid constant online content, opinions and external pressures.

The campaign centres on a 60-second manifesto film starring Rhian Teasdale, frontwoman of British indie-rock band Wet Leg, and includes an exclusive Telekom Electronic Beats event in Berlin on August 26.

Deutsche Telekom targets content overload

The campaign addresses the volume of advice and expectations Gen Z encounters across digital platforms, from health and lifestyle trends to career and personal ambitions. Deutsche Telekom positions the campaign as a call to tune out external influences and make decisions based on individual priorities.

The company cites the 2025 JIM study, which found that 21 percent of respondents agreed that the many possibilities offered by social media can be overwhelming.

Wet Leg frontwoman stars in manifesto film

Ulrich Klenke, Chief Brand Officer, Deutsche Telekom: “In an age of content overwhelm, filled with noise, opinions, and pressures, Gen Z is fighting to tune into their own identity.”

“As a brand, we believe in the many opportunities that the digital world has to offer but that the power lies in making it work for - and not against you. We want to empower Gen Z to truly own their world.”

The film follows Teasdale as she moves through a world filled with symbols of noise, advice and competing opinions. The narrative culminates with her taking control and rejecting the role of a passenger.

Campaign spans European markets

The campaign is running across Austria, Croatia, Czech Republic, Hungary, Montenegro, North Macedonia, Poland and Slovakia through paid media, social media, out-of-home advertising and interactive experiences.

Wet Leg’s involvement extends beyond the film, with the band headlining a Telekom Electronic Beats event in Berlin on August 26.

Wet Leg headlines Berlin experience

Rhian Teasdale, frontwoman, Wet Leg: “I love being in a band and I love making music, but it’s 2026, which means I also run a couple of social media accounts. And with that comes a constant stream of opinions about me, my friends, and the music we make. Whether those opinions are super sweet and encouraging or creepy and loaded with misogyny, it’s important to me to be able to tune them out and stay on my own frequency. That’s why the message of “I’m Not a Passenger” really clicked with me. We’re all constantly being told who to be by strangers online. Life’s too short not to be at the helm.”

The event will take place at a former garage workshop in Berlin, with the experience forming part of Deutsche Telekom’s broader campaign activity.

Campaign takes message to Berlin streets

Telekom Electronic Beats is also running an interactive treasure hunt across Berlin from August 22. A NOT A PASSENGER branded car will appear at undisclosed locations, with Wet Leg and Telekom Electronic Beats sharing clues on social media to help fans locate it.

People who find the car can secure a pair of tickets to the Berlin event.

Deutsche Telekom extends #OwnYourWorld platform

The campaign forms part of Deutsche Telekom’s ongoing #OwnYourWorld platform, which focuses on supporting Gen Z in navigating digital life with greater confidence, agency and control.

The initiative continues the company’s broader brand positioning around its Connecting your world promise.

www.telekom.com

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