Das Erste, Saisonale Kampagnen
Perfect Accident & Velvet Mediendesign
Creative Direction
Seasonal campaigns should become younger, fresher, and more authentic.
Bringing real life into the program – staying close to the audience. The new corporate moments (idents) are short snapshots of everyday life. For each season, a new campaign was developed based on this idea and placed under a specific motto (e.g., “Wrap up warm,” “It makes sense,” etc.).
Result: Viewers felt inspired by the campaigns to join in and participate.
Weihnachten 2012 - Warm anziehen
Sommer/Herbst 2014
Ostern 2013
Weihnachten 2013 - leuchtet ein
