Eyes & Ears eNews 06-2017

'Summer of Fish 'n' Chips' – ARTE with very British programme design

Eyes & Ears of Europe

Since past Friday, 14 July, ARTE's summer programme has been on the air. This year is all about 'The Summer of Fish 'n' Chips': on six weekends ARTE celebrates and honours six decades of British pop culture.

The title 'Summer of Fish 'n' Chips' is tounge-in-cheek and deliberately stands out from current political discussions. It stands for the small pleasures of a traveler on an idiosyncratic island where the cars drive on the left side of the road. The 'Summer of…' is presented by none other than the man who, as the frontman of the Sex Pistols, invented punk 40 years ago and ensured Anarchy in the UK: John Lydon, better known as Johnny Rotten.

The design for the programme is different from the usual programme design. Cécile Chavepayre, Artisit Director of ARTE, summarises the design brief. "We wanted to avoid the connection between the 'Summer of Fish 'n' Chips' and greasy paper. For us it was important that they see the programme as a luxury brand. And of course, just like with Fish 'n' Chips, they should think of British pop culture." Arte and the Parisian designer Sylvia Tournerie quickly agreed that the British flag is one of the most beautiful and famous in the world. Therefore, it offers a template for the programme design. The designer Sylvia Tournerie deconstructs the Union jack, reassembles it, forms cubes in which the indivual programme contents are embedded as footage or typography. At the same time, the respective programmes are branded with the Union Jack à la ARTE. In addition, the typical colors of the Union Jack are used in a charming and striking manner in the on- and off-air promotion.

Further information about the 'Summer of Fish 'n' Chips at http://summer.arte.tv

Brand relaunch – simply NITRO

Eyes & Ears of Europe

RTL NITRO has been on the air for five years and has since established itself as an independent channel brand. Time to stand on their own feet. As of 31 July 2017, RTL NITRO will be call simply NITRO and presents a new logo as well as programme design. The new look can first be seen in the '100% Bundesliga' campaign. "In the early years, we very much benefited from the radiance of the RTL brand. Now we are taking the next step and want to express a new self-image," says Oliver Schablitzi, Head of NITRO.

Visually, NITRO. will be reduced in the future. "This also has to do with a clearer positioning that we are striving for, but at the same time we want to express a new focus on live television, faces and real life in the future. In the future, our advertising campaigns will no longer be graphical, but will show our moderators and other people. Familiar things will remain, such as the formative green and our sound logo, which continues in a modified form", says Holger Sum, Head of Marketing.

Team behind the campaign ' 100% Bundesliga':

Art Director TV: Ilona Hellmiss, Art Director PRINT/ONLINE: Susanne Siewe, VFX-Design and NItrie-Design: Hamish Hutchison, Sound-Design: Arne Thomas; Creative Direction/Head of Marketing: Holger Sum; Brand Management: Robin Poell; Project Management: Christian Rühl

Further information at http://www.rtlnitro.de

HISTORY rebranding - new global on-air and off-air design

At the end of June 2017, HISTORY Germany implemented a new global on-air and off-air design.

The rebranding, which is based on a new typography and an updated graphic environment for the tried and tested HISTORY logo, includes online and offline, as well as out-of-home advertising. In addition, the new branding is accompanied by a comprehensive and simultaneous relaunch of the channel website history.de.

Filmstyler Pictures at new location

Eyes & Ears of Europe

Filmstyler Pictures has moved. The new rooms of the classic film production can now be found at Günthersburgallee 19, 60316 Frankfurt am Main, Germany.

The owner-run agency produces commercials, trailers, station ID's as well as station designs. Filmstyler Pictures' customers include RTL, SRF, WDR, ZDF and KI.KA. Frank Schneider is the managing director and creative head of the agency. In addition to his work as director, he also works as a lecturer at the Fachhochschule in Mainz, Texterschmiede in Hamburg, the University of Darmstadt and for various Eyes & Ears Academies.

More information about Filmstyler Pictures at http://www.filmstyler.de/

Exhibition tip: TOUCHED – TEMPTED. Advertising Campaigns that Made History

Eyes & Ears of Europe
© Deutsche Post AG/Ully Arndt

Until 27 August 2017, the Museum for Communication in Berlin is showing the exhibition 'TOUCHED – TEMPTED. Advertising Campaigns that Made History'

We want to “just do it”, “think different” and embrace “Vorsprung durch Technik”, and we’re “loving it”. Some brand slogans and images become inscribed in our collective memory, while others simply slide into oblivion. This exhibition takes a fresh look at the most popular and successful ad campaigns from the post-war years to the present day. The show presents fascinating insights into advertising in Germany during the post-war years of a divided West and East Germany.

Over 350 posters, adverts, objects, film clips and interviews give a vibrant sense of the zeitgeist in the different eras, and highlight how society, politics and culture influence advertising – and vice versa. The exhibition also looks behind the scenes of advertising, revealing the plans and strategies of marketing decision-makers.

'TOUCHED – TEMPTED. Advertising Campaigns that Made History' until 27 August 2017 at the Museum for Communication in Berlin, Leipziger Straße 16, 10117 Berlin-Mitte, Germany. bis zum 27. August 2017 im Museum für Kommunikation Berlin, Leipziger Straße 16, 10117 Berlin-Mitte. Opening hours: Tuesday 9 a.m. to 8 p.m., Wednesday to Friday 9 a.m. to 5 p.m., Saturday, Sunday and public holidays 10 a.m. to 6 p.m., closed on Mondays. Further information at http://www.mfk-berlin.de/en/tocuhed-tempted-advertising-campaigns-that-made-history/

Book recommendation: Praxisbuch Trendmarketing

Eyes & Ears of Europe

How do companies recognize trends? How can companies analyze whether specific trends are relevant to them? And how can companies adapt trends for themselves?

The two authors Veronika Bellone and Thomas Matla show in their publication 'Praxisbuch Trendmarketing: Innovationskreislauf und Marketing-Mix für KMU' how small and medium-sized companies can develop and implement innovations. They provide new tools and instructions for workflows such as the innovative cycle of trend marketing, rapid prototyping, agile management and a new 13 P marketing mix. Exemplary innovation implementations are visualized using blueprints.

The German 367-page publication 'Praxisbuch Trendmarketing' has been published by Campus Verlag and is available for €49.95. More information at http://www.campus.de/buecher-campus-verlag/business/marketing-verkauf/praxisbuch_trendmarketing-10859.html