18th International Eyes & Ears Awards
Eyes & Ears Special Prizes 2016
RTL: Willkommen Zuhause
In light of the increasinglyfragmented world of media, RTL launched the largest umbrella campaign in theGermany broadcasting history in mid-2015. With the claim "Welcomehome", RTL is positioning itself as a reliable, familiar home-base. Thevariety of TV & cinema spots, poster & online campaigns, print ads and viralelements deals with the strength of TV in general and RTL in particular. On airelements show campfire moments that only television can create – as well asgreat emotions and characters the viewers trust. At the same time, the audienceis invited to a rather unusual look behind the cameras. All elements of theumbrella campaign are characterised by an extremely high level of creativityand quality – just like we know RTL. What was particularly impressive: on fivedays a week, RTL communicated with its audience via Facebook and answeredquestions and comments "live". Also regarding media politics, oneaspect was groundbreaking: While the entire industry was talking about Netflixin the second half of 2015, watching the streaming service almost fearfully,and the press prophesised the downfall of linear television, the market leaderdecided to market linear TV to the young viewers with this broad andcomprehensive campaign. And Image surveys show success: Compared to 2014sympathy values of the brand RTL increased significantly. All that remains tosay is: unique, effective and creative – Chapeau RTL!
Creative team: Björn Klimek, Leiter Marketing & Creative Director RTL Mediengruppe RTL Deutschland; ChristianMirow, Idee & Konzept MediengruppeRTL Deutschland; Lars Truhn,Idee & Konzept Mediengruppe RTLDeutschland; Heiko Theuerkauf,Idee & Konzept Mediengruppe RTLDeutschland; Susanne Jung,Idee & Konzept Mediengruppe RTLDeutschland; Mirjam Pézsa,Regie Mediengruppe RTL Deutschland; Michael Zschiesche, Produktions-ManagementMediengruppe RTL Deutschland; Anke Schäferkordt & Frank Hoffmann, Geschäftsführung RTL Mediengruppe RTL Deutschland; FrankSchneider, Regie Filmstyler Pictures
13th Street: Koffer packen
Who hasn't played thechildren's classic "I pack my bags and take with me…"? The Thrill& Crime channel uses the game for an image spot. It starts quiteharmlessly: Two children's voices tell us what they want to pack in theirsuitcase. But the mentioned things and also the pictures speak a completelydifferent language – we are at 13th Street after all. Not the typical thingssuch as cuddly toys, favourite books and 'best friends' are placed in thesuitcase – but "a knife," according to a child's voice. The othervoice immediately says "a hammer" – and so they egg each other on. Atsome point, an L96A1 sniper rifle and a rocket launcher are put into thesuitcase. This 13th Street image spot captivates with the simple idea of usinga children's game while paying attention to the sender's claim: "Too captivatingto switch off: on 13th Street tension lurks behind every corner". Morbidand ingenious humour – breathtaking entertainment of a special kind!
Creativeteam: Elmar Krick, Brand Director NBCUniversal InternationalNetworks; Daniel Saini, Producer NBCUniversal International Networks; TimSteuer, Senior Producer NBCUniversal International Networks; RaphaelBrunner, Tonmeister NBCUniversal International Networks