Arte: RE – short for ‘regards’ – is a documentary series that sheds light on Europe’s untold stories. From dog sled racing in Norway to luxurious weddings in Kosovo, RE explains the why and how of some of Europe’s most intriguing peculiarities. How do you create a campaign for such a diverse series?
RE’s stories are contemporary and always with the potential to spark debate. To get that debate going, we challenge our audience to reconsider their worldview by creating ambiguous images symbolizing global topics that affect everyone’s everyday lives. By combining each image with two written interpretation of that image, we encourage our audience to reconsider their opinions (and those of others) and open the debate.
Each of the key-visuals represents a contemporary debate. The copy placed over the image shows two sides of the story that is shown; two ways of interpreting the depicted situation.