In 2014, the Mtel telco operator (now part of A1 Telekom Austria) introduced a new communication platform with the slogan "You lead". In fact, "You lead" is much more than a slogan – it is an expression of the philosophy that technologies do not oppress people, but empower them – a defiant and bold statement for a company whose products and services are linked namely to the use of new technologies.
Later that year, as organizers of the event Mtel Media Masters media competition, we reinforced the notion that Mtel provides the best technologies without encouraging the overconsumption of technologies and that people are free to choose when and how to use them. The event inspired journalists from the tech sector and recognized some of the best media articles, films and researches on innovation.
By transforming Mtel Media Masters 2014 into a platform for public discussion, we started the topic of the role of technology in our life and put it in the center of the communication campaign, preceding the event, as well as the official ceremony itself.
The provocative concept of Mtel Media Masters 2014 was: "The Human Being is an Endangered Species" – a platform which solved both communication problems:
- How, as a telecom, to talk about the impact of technologies, without a positive or negative assessment of their effect, and
- How to turn a routine event into unforgettable experience for its guests.
The goal of Mtel Media Masters 2014 was to provoke the audience to contemplate whether the increasing influence of technology would be the cause for a huge change. Whether people, as we know them, would become an endangered or extinct species.