Description
Challenge
1 in 3 Europeans experience online hate.
Protected by their screens, people post the most horrible things online.
As the country's largest network, Telekom has a duty to build an internet free of hate.
Idea
We tracked the hate in real time using social listening tools, analyzing 200+ hateful keywords and insults. They led us to the most toxic comments on the internet.
Then, we printed them exactly where they belong - on toilet paper.
Execution
First, we took real hate comments from the profiles of top influencers and sent the toilet paper to them!
Their reactions sparked a social media avalanche—they didn’t just post it, they owned it.
Next, we linked our algorithm with social media and country’s top websites, streaming real-time hate - raw, unfiltered, undeniable.
Finally, we made the toilet paper available on the most visited online shops- free for everyone.
This professional campaign titled 'Flush the Hate' was published in Macedonia in March, 2025. It was created for the brand: Macedonian Telekom, by ad agency: Saatchi & Saatchi. This Digital, Direct, and Integrated media campaign is related to the Electronics, Technology, Other, and Public Interest industries and contains 2 media assets. It was submitted about 1 month ago.
Credits
Advertising Agency: Saatchi & Saatchi, Skopje, Macedonia
CEO: Aleksandra Dilevska
COO: Igor Celebic
Creative Director: Dejan Spirkoski
Managing Director: Jelena Vekic
Account Director: Katerina Deanoska
Copywriter: Nikola Trpeski
Account Executive: Marina Zlateska Bozikj
Designer: Iva Jovanova
Art Director: Ivan Petrushevski
Digital Director: Nenad Ristovski
PR Director: Saso Duljanov
PR Executive: Kiril Zarinski
Social Media Lead: Slobodan Jakjoski
Social Media Specialist: Marinela Ristovska
Motion & 3D Art Director: Aleksandar Jakovlev
