​21.07.2021

There's something to bleat about! – Seven.One Creation implements campaign for "Die Alm – Promischweiß und Edelweiß"

by Eyes & Ears of Europe

In "Die Alm – Promischweiß und Edelweiß" (The Alpine Pasture – Celebrity Sweat and Edelweiss) ten celebrities have been living for 6 weeks at 1,680 metres above sea level as if it were 100 years ago: without electricity, heating or any luxury. The matching campaign was provided by Seven.One Creation, the creative agency of the Seven.One Entertainment Group.

"Hey, celebrities! You can kiss luxury goodbye." – The programme's motto can also be seen clearly in the marketing campaign. However, before it came to that, Seven.One Creation initially led the viewers astray with mysterious teasers for "ProSieben Bergpanorama TV" ("ProSieben Mountain Panorama TV"). With images of majestic mountain peaks and zither music, the teaser reminded viewers more of Musikantenstadl than ProSieben.

Those teasers were soon replaced by the "Alm-Öhi" spot, leaving viewers to stop guessing. In the clip, the Alm-Öhi himself shows what is in store for the celebrity guests and what they must live without for 6 weeks:

Upbeat spots despite bad weather

Since the production of the spots could not take place in South Tyrol due to lockdown restrictions, Seven.One Creation moved the shoot to the Bavarian Schliersee without further ado. Here, however, another problem awaited the crew: the weather did not play along. In order to create the desired good mood, the designers did their best to turn a stormy grey into a summery blue.

In addition to the sunny summer sky, the designers also created a visible transition from "luxury" to "as it was 100 years ago", which was achieved by using light and particle effects. The logo and opener were also transferred to the two contrasting worlds and given a contemporary refresh: They updated he logo with a typomix of curved, modern letters in the title and a fracture font in the subline. In the opener, celebrity stereotypes are catapulted into the alpine world like a stop motion trick – inspired by the campaign motto "You can kiss luxury goodbye".

Not only eye-catching on TV

In addition to the TV campaign, the creative agency of the Seven.One Entertainment Group also plays on the core message in online and social media: using Blue Line, the iPad is transformed into a chopping board and everyday items become alpine hut inventory – to be seen on TikTok, Facebook, Instagram and YouTube. A trailer package of broadcast footage completes the fun. But even on the road, you encounter the alpine pasture: On three poster motifs, the pampered celebrities are shown as alpine animals: "Cow Dashian" and "Brad Bock" were brought to luxury life via 3D illustration and classic Photoshop compositing.

Participants were Richard Schweiger (Vice President Seven. One Creation), Markus Baier (Vice President ProSieben Creation), Sebastian von Wyschetzki (Creative Director ProSieben Creation), Michael Prenner (Copywriter & Conceptionist), Moana Menne (Copywriter & Conceptionist), Dennis Usbeck (Promotion Supervisor), Claudia Stanke (Senior Designer), Elisabeth Zielinski (Senior Designer), Johanna Kolb (Writer Producer), Florian Winter (Writer Producer), Thomas Gerlach (Writer Producer), Bernd Lutieschano (Creative Director Multichannel Art & Design), Michael Amann (Creative Director Digital ProSieben Creation), Manuela Kabiczek (Junior Art Director Digital), Alexander Apostolidis (Producer Digital & Print), Jessica Schimm (Senior Producer Digital & Print), Kurt Rehling (Audio Designer), Ankush Bhatia (Project Manager), Melanie Kufner (Account Executive ProSieben & MAXX), Ute Deutschmann (Executive Producer), Olga Filinskaya (Producer) and Alex Fischer (Writer/Producer).

Further information on the programme at https://www.prosieben.de/tv/die-alm