RTVE Christmas Campaign
RTVE has once again placed its trust in Kutuko for the conceptualization and development of its 2019/2020 Christmas campaign. In this campaign, we enter Christmas mode. We wanted to make a nod to airplane mode, to the mode of disconnecting from our phone, work, routine, and to enjoy Christmas. It's a tribute to that "something" that activates and frees us from notifications, calls, and routines marked by technology. Our idea focuses on contrasting everyday actions in a close and friendly manner that transform when it's Christmas time. With this strategy, we try not to fall into sentimentality, but rather connect with the most emotional aspect of Christmas: reunion, excitement, fun, new resolutions... The campaign consists of several pieces, each of which has two atmospheres. Initially, there are everyday sounds and a jingle that subtly hints at something, and then the Christmas song starts to play, introducing us fully into Christmas mode. In RTVE's own content pieces, recognizable program tunes have been used.
- Client RTVE
- Year 2019
Our creative proposal stems from that unique "magic" that envelops us during Christmas. It's a special time where everything changes, and we all change.
During this time of year, we enter a different mode: cities are adorned with lights, shops and homes are decorated, and we come together with family, friends, and colleagues. In a time where it's increasingly difficult to come to an agreement, Christmas arrives and, without words, we all conspire to keep the secret of Christmas safe for the children. It's a season unlike any other, we enter a mode of excitement.
Our creative proposal stems from that unique "magic" that envelops us during Christmas. It's a special time where everything changes, and we all change.
During this time of year, we enter a different mode: cities are adorned with lights, shops and homes are decorated, and we come together with family, friends, and colleagues. In a time where it's increasingly difficult to come to an agreement, Christmas arrives and, without words, we all conspire to keep the secret of Christmas safe for the children. It's a season unlike any other, we enter a mode of excitement.
For the final idea we wanted to bring a fresh perspective to the campaign, a nod to the airplane mode, the disconnect mode from our phones, work, routine, and to simply enjoy Christmas. We wanted to pay tribute to that "something" that activates us and frees us from notifications, calls, and the routine dictated by technology.
We wanted to bring humanity closer by putting ourselves in Christmas mode. The idea was to contrast daily actions that are transformed when we are in Christmas mode, in a friendly and approachable way. With this strategy, we aimed to create a campaign that wouldn't fall into sentimentality, but that would connect us with the most emotional aspects of Christmas, such as reunion, excitement, fun, and goals.
For the final idea we wanted to bring a fresh perspective to the campaign, a nod to the airplane mode, the disconnect mode from our phones, work, routine, and to simply enjoy Christmas. We wanted to pay tribute to that "something" that activates us and frees us from notifications, calls, and the routine dictated by technology.
We wanted to bring humanity closer by putting ourselves in Christmas mode. The idea was to contrast daily actions that are transformed when we are in Christmas mode, in a friendly and approachable way. With this strategy, we aimed to create a campaign that wouldn't fall into sentimentality, but that would connect us with the most emotional aspects of Christmas, such as reunion, excitement, fun, and goals.
Team credits:
- Creative Directors Carlos Cabrera
- Lead 3D Artists Carlos Cabrera
- 3D Artists Tatyana Ortega, Maite Martínez, Ricardo Gallardo, Raúl Arjona, Daniel Losa
- 3D Modeling Eider Astigarraga, Irene Muñoz
- Sound Design Rodrigo Marchán
- Client RTVE
- Project Manager Álvaro Ibáñez