According to researchers from the Wrocław Medical University, as many as 68% of Poles experience loneliness. At the same time, one in four young people spends more than five hours a day online precisely to avoid feeling isolated. This highlights a paradox of modern times — despite having access to countless digital tools, loneliness remains widespread. Barriers to forming connections still exist, whether they stem from social divisions, personal challenges, or limitations within the telecommunications industry.
T-Mobile is launching a new brand platform, #BreakingBarriers, and beginning a collaboration with Dawid Podsiadło
In 2025, VML Poland took over the full scope of marketing collaboration with T-Mobile and is responsible for developing the campaign concept and implementation
Klient
- T-Mobile
Biuro
- Poland
Why do we set aside time to be together, only to end up apart? Why are we always in a rush, yet struggle to find time for each other? How did we become masters of building barriers? With the launch of its new platform, #BreakingBarriers, T-Mobile is taking on the challenge of tackling communication barriers in Polish society. We believe that true closeness begins with removing the obstacles that keep us apart. Everyone deserves to stay connected — with family, friends, communities, and the world. Supporting this mission, the brand is joined by its new ambassador — Dawid Podsiadło.
As T-Mobile, we have been committed to our mission of connecting people for years, which is reflected in our annual multi-billion investments in infrastructure that serves millions of Poles. Moreover, our network has repeatedly been recognized as the best in Poland by numerous prestigious rankings. However, despite the availability of technology and digital tools, Polish society is becoming increasingly polarized, and many people experience loneliness. That’s why we are taking the next step in fulfilling our mission: we want to break down communication barriers to foster closeness among Poles.
Andreas Maierhofer
CEO of T-Mobile Polska
The announced changes will be visible to customers in various aspects, including how they are served in our stores and call centers. T-Mobile will also continue to listen closely to customer feedback and implement their suggestions into our daily operations.
Teaser campaign
"Why do we set aside time to be together, only to end up apart?" "Why do we feel like strangers among our neighbors?" "If love is the most important thing, why do we deny it to some?" — these are just a few of the thought-provoking messages that appeared on billboards across 39 cities in Poland as part of the teaser phase in early February. The outdoor campaign encourages reflection on the state of our human relationships, the barriers we face in our lives — especially in communication — and the importance of fostering genuine, meaningful connections every day.
We are breaking down barriers across Poland
Starting February 25, the 360° campaign will launch, covering a wide range of channels, including television, radio, cinemas, digital and social media, as well as unconventional media placements such as murals, ice rinks, metro stations, trams, and T-Mobile stores across Poland. Special magenta benches have also been introduced to encourage conversations and break down barriers. These benches have been placed in high-traffic areas such as shopping malls, airports, and train stations.
Additionally, starting February 25, T-Mobile invites customers to share their ideas on how we can break down barriers in relationships. The most inspiring slogans will be featured on billboards. Details of the contest can be found at https://www.t-mobile.pl/c/burzymybariery.
As part of the engaging Magenta Moments program, customers will also find special scratch cards in the "Mój T-Mobile" app every week, featuring inspiring messages related to breaking barriers. By participating in the fun, users can collect hearts that unlock even more of the best offers available in Magenta Moments, which they can then share with their loved ones.
Dawid Podsiadło – the new ambassador of T-Mobile
It is no coincidence that Dawid Podsiadło has become the new ambassador of the brand—an artist who has been bringing Poles together through his music for over ten years. His concerts attract tens or even hundreds of thousands of people, breaking attendance records at stadiums.
In mid-February this year, we became the title sponsor of Dawid's new festival—"ZORZA supported by T-Mobile," which will take place in six cities across Poland this summer.
Dawid Podsiadło will appear in the first installment of the #BurzymyBariery campaign, where he reflects on how we have become masters at building barriers. At the same time, Dawid encourages everyone to change this reality through simple gestures—like showing joy when seeing someone or reaching out after an argument. These small actions can truly help bring us closer together.
The comprehensive campaign concept and its implementation were developed by VML Poland, which, at the beginning of 2025, took over the full scope of marketing collaboration with T-Mobile.
T-Mobile's new communication platform is significantly different from what the entire category has accustomed us to. We aim to make a real impact on improving closeness between people.
Piotr Osiński
Chief Creative Officer, VML Poland
Please provide your contact information to continue.
Powiązane treści
Lech
The ease that pays off. Lech’s outstanding results
2024 on Chill. Historic changes and historic results
Case Study 
IKEA
IKEA: For the Holidays and Every Day
Celebrating the special atmosphere of the holidays and the joy of spending time with family and friends
Case Study