RTVE has once again placed its trust in Kutuko for the conceptualization and development of its Christmas Campaign 2019 / 2020. In this campaign we enter Christmas mode. We wanted to make a nod to the airplane mode, to the disconnect mode of the mobile phone, from work, from routine and enjoy Christmas. A tribute to that “something” that activates us and frees us from notifications, calls and routine marked by technology.

Our idea focuses on closely and amicably opposing everyday actions that are transformed when we are at Christmas. With this strategy we try not to fall into sentiment, but to connect with the most emotional of Christmas, reunion, illusion, fun, new purposes… ”. The campaign is made up of several pieces, and each of them has two atmospheres, at first everyday sounds and a bell that subtly allow us to intuit something, and then the Christmas song starts to sound and introduces us fully into Christmas mode. RTVE’s own content pieces have worked with the recognizable tunes of the programs.

CLIENT

RTVE

YEAR

2019

CHRISTMAS CAMPAIGN

CREATIVE DEVELOPMENT

ENTERING CHRISTMAS MODE

PROPOSAL

Our creative proposal is born from that unique “magic” that surrounds us at Christmas. It is a special time, where everything changes, we all change.

During this time of year we enter a different way: we dress the cities with lights, the shops and homes are decorated, we get together and reunite with the family, with friends, with coworkers. In a time in which it is increasingly difficult to agree, Christmas comes and, without needing words, we all conspire to keep the secret of Christmas kept for children. It is a season different from the rest, we enter illusion mode.

IDEA

We wanted to bring a point of freshness to the campaign. A wink to the airplane mode, to the mode disconnects from the mobile, from work, from the routine and enjoy Christmas. A tribute to that “something” that activates us and frees us from notifications, calls and routine marked by technology.

Get closer to the human by putting Christmas mode. The idea was to closely and amicably oppose everyday actions that transform when we are at Christmas. With this strategy we tried to make a campaign that did not fall into sentimentality but that connected us with the most emotional of Christmas, reunion, illusion, fun, purpose …

Sound design was a fundamental part, as it connects us directly to the Christmas spirit. In each piece we identify two atmospheres, at first everyday sounds and a bell that subtly allows us to intuit something, then the Christmas song breaks to sound and we get into Christmas mode. In the pieces of your own content you will work with the recognizable tunes of the programs.

Formal Elements

We have structured the creative concept into three fundamental elements: Actuator Slider, Contrast, Sound Design.

ACTUATOR SLIDER

We want to bring a point of freshness to the campaign. A wink to the airplane mode, to the mode, disconnect from the mobile, from work, from the routine and enjoy Christmas. A tribute to that “something” that activates us and frees us from notifications, calls and routine marked by technology. Get closer to the human by putting Christmas mode ..

CONTRAST

The idea is to closely and amicably oppose everyday actions that transform when we are at Christmas. With this strategy we intend to make a campaign that does not fall into the sentimentality but that connects you with the most emotional of Christmas, reunion, illusion, fun, purposes …

SOUND DESIGN

Sound design was a fundamental part, as it connects us directly to the Christmas spirit. In each piece we identify two atmospheres, at first everyday sounds and a bell that subtly allows us to intuit something, then the Christmas song breaks to sound and we get into Christmas mode. In the pieces of your own content you will work with the recognizable tunes of the programs.

STILLS