Over 90% of European GenZers express concern about their digital privacy. Building on Deutsche Telekom’s five-year legacy of supporting Gen Z, the #OwnYourWorld campaign aims to drive awareness, spark debate, and empower young people to take back control of their digital identities in an era of digital cloning. The campaign is spearheaded by a surreal, lo-fi music video starring up and coming musician and DJ VTSS, in which the star is pursued by an army of doppelgangers who steal her spotlight and take over her life, vividly dramatizing what it can feel like when your online self starts to slip out of your hands and take on a life of its own.