BUDAPEST, HUNGARY — Vodafone unveils its 2021 Christmas campaign. With more than 1 million people living in solitude in Hungary (10% of the population) and spending the most heart-warming evening of the year alone, Vodafone Hungary decided to focus on an untraditional theme for Christmas this year: Loneliness.
In the film, we see Uncle Imre, a sympathetic elderly widow, who likely remind us all of someone we know and love, having friendly chats with the butcher, sharing stories with the postman, and never-ending conversation with the florist and his neighbours in the elevator.
The film then reveals that Uncle Imre has no one he can share Christmas Eve at home. But it is Christmas after all, and our story takes a happier turn when his phone rings and the neighbour family come over to share the joy of Christmas with him.
Péter Juhász, Head of Brand and Media, Vodafone Hungary said: “We want to shine a light on all the ‘Uncle Imres’ living in Hungary. We can truly change this social phenomenon and reduce the number of lonely people this Christmas if we join our forces and act together.”
In cooperation with the Hungarian Charity Service of the Order of Malta, Vodafone is donating free internet access and smart devices to many older people’s homes this Christmas. So older people all over the country can connect with their friends and family members living far away.
“The campaign tackles a social issue that knows no border or season. It was important to leverage the Christmas period to dramatize solitude on the happiest day of the year, but we hope that our campaign inspires people to pay attention to each other throughout the whole year.” – says Dániel Csirke, Group Executive Creative Director of VMLY&R Hungary.
“We hope the story of Uncle Imre can be eye-opening; those who are always chatting and seems happy might be the loneliest. Let’s look around us, it is our collective responsibility to change their reality.” – Tihamér Tóth, Strategic Director of BOLD Budapest, added.
Let’s break the silence Christmas campaign support Vodafone’s new positioning, ‘Together we can’.
The campaign was created by VMLY&R Hungary, the global brand and customer experience agency, and BOLD, a Budapest-based strategic and creative agency.
The campaign will run on TV, OOH, and digital channels. Vodafone is also opening the conversation about loneliness on social media other
