When Telekom acquired UPC, the strength of their combined mobile and fixed-line infrastructure led to a significantly larger product portfolio. Or in other words: more entertainment offers for their customers. It was the most important merger of the year and called for one thing: reinvention. And that’s exactly what we delivered. A new brand called Magenta was born. Defined by a new bold 360° identity, we launched it with a campaign that did what Magenta now stands for: Multi-entertainment beyond limits.