SUMMER OF PASSION

Problem
ARTE designates the summer of ’22 as the “Summer of Passion”. In July and August, the European broadcaster offers its audience a curated programme featuring sensual cinema (Swimming Pool) scandalous documentaries (Janet Jacksons Nipplegate) and stirring music (Prince). So how do we introduce their passionate line-up to the public, in the most passionate of ways?



Solution
By heating it up. Rather than tempering such a pleasurable feeling, we make the passion drip off the screen – literally. Hot and steamy times, after all, ask for hot and steamy campaigns.

Creative
We created a steamy lens made of moisture droplets. By placing the lens over ARTE footage, the visuals become damp and foggy in various intensities, while the big ‘Summer of Passion’ letters are melting down the frame. The campaign contains a cinema trailer, DOOH, and several social assets.