By the public, for the public
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
ARTE IS FOR AND FROM THE PEOPLE: to show that it’s only logical to involve that very same public. In the campaign ARTE did not define itself, but the people did; real people, with real connections to ARTE. This formed the foundation of the campaign. A diverse range of individuals were simply asked: “What is ARTE to you?” The diversity of the answers signifies the diversity of ARTE itself. The output makes you see ARTE through the eyes of the German public.
The Jury‘s Statement
The innovative commitment "public for the public" proves to be a prime example of how brand communication can bridge the gap between companies and society. With a creative campaign that focuses on authentic interaction, ARTE Deutschland has shown that it is not only possible to reach a broad audience, but also to actively involve and sensitize them to relevant social topics. The way in which a sustainable dialogue is promoted clearly sets the campaign apart from conventional approaches and creates added value that goes far beyond the actual brand message.
