Deutsche Telekom 'Katy's project: pop video' by Saatchi & Saatchi

The making of video featuring T-Mobile customers who took part in the campaign

The campaign previews Katy Perry’s new music video ‘Firework’ at online portals in eight of the company’s European markets three days ahead of its premiere. The video, which launches online through the website katysproject.com, was crowd-sourced via the campaign, which invited fans to share their special ‘spark’ for a chance to be part of the video. Of the 38,000 entries, 250 were invited to participate in the four-day shoot in Budapest as well as have their experience documented through film. The content is now being rolled out online in brand and product ads along with a 3-minute documentary. The campaign was creatively led by Saatchi & Saatchi London with support from its European network.