With all that’s going on in the world, it’s hard to keep track of current events. News travels faster than ever, but it’s leaving us less informed and more confused. Often, it’s the context behind the headlines that you need to get the full story.
With so much information and misinformation coming our way, ARTE Journal is the curator you need. They take the news a step further by giving in-depth coverage of current affairs and culture from a European perspective. But how do you introduce the smallest German newscast to the public?
To show how ARTE Journal provides clarity amongst the confusion, we present the European news channel as the solution to the questioning state people find themselves in. We found a simple form to do so: the onomatopoeic words used for moments of thought or confusion. “Ehhm”, “Hmmm”, “Ähhm” and “Öhhm”, the most common German examples, become the heroes of the campaign.
The universally understood “Ehhmms” are shown all over Germany, in graphic visuals. The aim is to create stopping power through simplicity. That’s why they are designed in extra-large formats. Next to the extensive OOH campaign, we created social videos, supported by sounds of news events and people “ehhmming” out loud.
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