Summer of Brothers and Sisters
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
GUILTY INNOCENCE: the ‘Summer of Brothers & Sisters’ campaign revives childhood memories you thought you had long forgotten. In film and photography scenes we see young children jump from innocence to guilt in the blink of an eye. Siblings hanging each other from coat hooks, drawing on each other’s faces with markers and many, many play fights aim to paint a nostalgic picture for the audience. To keep things authentic, working with real siblings was a must.
The Jury‘s Statement
With "Summer of Brothers and Sisters", the European cultural broadcaster ARTE is launching an entertaining campaign that focuses on the complexity and depth of sibling relationships and redefines digital brand communication with its humorous nature. By focusing on the unadorned reality of sibling gangs, the campaign appeals to a broad, education-oriented target group in an emotional way and thus sets itself apart from conventional representations. The authentic home video aesthetic and the integration of guerrilla projections create an immediate connection to the audience, reinforced by a clever selection of digital and analog channels. This approach not only generated an impressive range, but also triggered a wave of nostalgia and shared experience.
