Wet Leg brought their unmistakable energy to Berlin last night, headlining an immersive live show to launch Deutsche Telekom and Telekom Electronic Beats’ new Gen Z campaign, ‘Not A Passenger.’
Taking over a former garage workshop in Berlin, the exclusive August 26 event turned the campaign’s message – “tune out the noise and take the wheel” into a live experience, with the Grammy-winning British indie-rock band at its centre.
‘Not A Passenger’ is a new Gen Z-focused campaign encouraging young people to tune out online noise and take greater control of their identities, with Wet Leg spearheading the message.
The live performance took place at a former garage workshop in the city, forming part of a wider campaign built around the idea of rejecting the pressures, opinions and unsolicited advice that increasingly shape life online.
Wet Leg frontwoman Rhian Teasdale also stars in the campaign’s 60-second manifesto film. In the cinematic location, Teasdale is confronted by symbols of external noise and advice before ultimately taking the wheel herself bringing the campaign’s “Not A Passenger” message to life.
Speaking about the collaboration, Teasdale said the message resonated with her own experience of navigating social media as a musician. “We’re all constantly being told who to be by strangers online,” she said. “Life’s too short not to be at the helm.”
The campaign forms part of Deutsche Telekom’s wider #OwnYourWorld platform, which aims to help Gen Z navigate digital life with greater confidence and agency.
Ahead of the Berlin performance, Telekom Electronic Beats also launched a city-wide ticket treasure hunt, with fans following social media clues to track down a ‘Not A Passenger’ car and win tickets to the event.
With Wet Leg bringing the campaign from screen to stage, ‘Not A Passenger’ positions digital autonomy not as switching off from online culture, but as deciding for yourself which voices are worth listening to.
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Words: Vee Pandey
Photographer: Peyman Azhari and Cobrasnake for Telekom Electronic Beats