18th International Eyes & Ears Awards
Eyes & Ears Special Prizes 2016
RTL: Willkommen Zuhause
In light of the increasingly fragmented world of media, RTL launched the largest umbrella campaign in the Germany broadcasting history in mid-2015. With the claim "Welcome home", RTL is positioning itself as a reliable, familiar home-base. The variety of TV & cinema spots, poster & online campaigns, print ads and viral elements deals with the strength of TV in general and RTL in particular. On air elements show campfire moments that only television can create – as well as great emotions and characters the viewers trust. At the same time, the audience is invited to a rather unusual look behind the cameras. All elements of the umbrella campaign are characterised by an extremely high level of creativity and quality – just like we know RTL. What was particularly impressive: on five days a week, RTL communicated with its audience via Facebook and answered questions and comments "live". Also regarding media politics, one aspect was groundbreaking: While the entire industry was talking about Netflix in the second half of 2015, watching the streaming service almost fearfully, and the press prophesised the downfall of linear television, the market leader decided to market linear TV to the young viewers with this broad and comprehensive campaign. And Image surveys show success: Compared to 2014 sympathy values of the brand RTL increased significantly. All that remains to say is: unique, effective and creative – Chapeau RTL!
Creative team: Björn Klimek, Leiter Marketing & Creative Director RTL Mediengruppe RTL Deutschland; Christian Mirow, Idee & Konzept Mediengruppe RTL Deutschland; Lars Truhn, Idee & Konzept Mediengruppe RTL Deutschland; Heiko Theuerkauf, Idee & Konzept Mediengruppe RTL Deutschland; Susanne Jung, Idee & Konzept Mediengruppe RTL Deutschland; Mirjam Pézsa, Regie Mediengruppe RTL Deutschland; Michael Zschiesche, Produktions-Management Mediengruppe RTL Deutschland; Anke Schäferkordt & Frank Hoffmann, Geschäftsführung RTL Mediengruppe RTL Deutschland; Frank Schneider, Regie Filmstyler Pictures
13th Street: Koffer packen
Who hasn't played the children's classic "I pack my bags and take with me…"? The Thrill & Crime channel uses the game for an image spot. It starts quite harmlessly: Two children's voices tell us what they want to pack in their suitcase. But the mentioned things and also the pictures speak a completely different language – we are at 13th Street after all. Not the typical things such as cuddly toys, favourite books and 'best friends' are placed in the suitcase – but "a knife," according to a child's voice. The other voice immediately says "a hammer" – and so they egg each other on. At some point, an L96A1 sniper rifle and a rocket launcher are put into the suitcase. This 13th Street image spot captivates with the simple idea of using a children's game while paying attention to the sender's claim: "Too captivating to switch off: on 13th Street tension lurks behind every corner". Morbid and ingenious humour – breathtaking entertainment of a special kind!
Creative team: Elmar Krick, Brand Director NBCUniversal International Networks; Daniel Saini, Producer NBCUniversal International Networks; Tim Steuer, Senior Producer NBCUniversal International Networks; Raphael Brunner, Tonmeister NBCUniversal International Networks