.mem / Deutsche Telekom / Saatchi & Saatchi

Deutsche Telekom’s (agency: Saatchi & Saatchi / production partner: The 5Gs) goal was clear — but ambitious. They wanted to develop .mem, a groundbreaking AI-powered add-on for WhatsApp, designed to transformed group chat highlights into TikTok-worthy video memories.

From the start, we knew this project had to go beyond the technological know-how we already had. We needed a deep understanding of what makes memories special. Not just the photos or videos, but the emotions, context, and unspoken connections behind them. To make .mem a reality, we first went on an short but powerful research & development journey. During this R&D track, we used our creativity to solve problems no one had tackled before.

We all know the feeling of checking your phone and having +258 unread messages in your BFF group conversation… 😵‍💫 Well, with .mem, you have an AI assistant who analyzes and interprets the unstructured chaos of these WhatsApp conversations. Our team developed a custom AI pipeline identifying the best photos, videos, and comments buried within the chat.

The goal of this pipeline was not just picking the best pictures — it was about understanding the story behind them. What makes this photo special? Why did a joke resonate? Which moments truly capture the spirit of the group?

We used generative AI (large language models) to handle text analysis and media selection, complemented by more traditional AI (clustering techniques) to group and prioritize the most meaningful moments. Then, we brought it all to life in Unity, translating abstract ideas into visually stunning highlight videos that could be shared on social media in second. (If they’re meant to be seen by the public, at least. 😜)

Push the button

.mem is more than just an AI tool. It’s an experience. Users simply add the assistant to their group chat and the AI takes care of the rest: piecing together photos, videos, and top comments into a cohesive, sharable video. You just… Push the button.

To bring this campaign to the world, we partnered with The Sugababes, whose nostalgic hit was the perfect soundtrack for this campaign of cherished summer memories.

For us, this campaign is the perfect example of what happens when we use artificial intelligence not just to process data, but to tell human stories. To create everlasting experiences. This summer, .mem turned group chats into something more than fleeting moments on a screen. It turned them into memories that will last a lifetime.

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