Telekom's Bubbles: two girls in snow globes connect when the barrier breaks

Deutsche Telekom's annual Christmas campaign needed a story about closeness at a time when the world feels more divided than ever and people retreat into their own social bubbles.

Show division as two girls in adjacent snow globes: they can see each other but not touch, until one breaks the glass — connections begin when barriers break.

MUW Saatchi & Saatchi (with Saatchi & Saatchi Germany, director Alex Feil and Armada Films) made a three-minute fairy tale in which two girls live side by side in snow-globe bubbles; the story ends with the barrier between them broken and friendship reached.

The film launched in November 2024 in Czechia, Germany and Slovakia and ran in 11 European countries; festival notes describe it as touching many hearts and inspiring openness, it was selected for the Short Shorts 2025 branded-film competition, and the entry is listed among Epica Awards 2025 winners for the two agencies.

For its Christmas film, Deutsche Telekom and MUW Saatchi & Saatchi started from a paradox of the connected age: technology brings people together, yet society is retreating into bubbles. The agency's answer was a three-minute fairy tale, 'The Bubbles', in which two girls live side by side in separate snow-globe worlds — close enough to see each other, separated by a barrier they cannot cross.

Directed by Alex Feil and produced by Armada Films, the film leans on craft rather than dialogue: the girls mirror each other's loneliness through the glass, and the story's turn comes when a barrier breaks and the two worlds finally touch. Its line, 'Connections Begin When Barriers Break', states the telecom brand's promise as a story instead of a pitch.

The campaign launched in November 2024 in Czechia, Germany and Slovakia for the Deutsche Telekom, Telekom and T-Mobile brands, and festival notes record that the story aired across 11 European countries. The same fairy-tale message — openness and connection across division — carried across markets without translation-specific concepts.

The film was selected for the Short Shorts 2025 international branded-film competition and its entry appears among the Epica Awards 2025 winners credited to Saatchi & Saatchi Germany and MUW Saatchi & Saatchi, making the Christmas one-off a fixture of the agencies' award year.

It turned an abstract social observation — people in separate bubbles — into a visible, physical world audiences could see and feel in one frame.

The telecom promise was told as the story's resolution, so the brand message arrived as emotion rather than a product claim.

A wordless, fairy-tale format let one film travel across 11 European markets without losing its meaning.

The craft — direction, visual effects and music — made it a piece of film people wanted to watch and share, not an ad to skip.

Make the abstract visible: an invisible social condition — people living side by side yet divided — becomes moving and shareable when it is staged as two characters separated by glass.

The film outlived the Christmas slot: it was selected for the Short Shorts 2025 branded shorts program and appears on Epica Awards' official 2025 winners page under Saatchi & Saatchi Germany and MUW Saatchi & Saatchi, and the two agencies continued to field the campaign and its supporting content at international shows through 2025.