Winter is the time for keeping ourselves warm and Christmas is the time of sharing with, and caring for one another. the best place to endure the cold weather this chili season is surely at "Das Erste" where we are wrapping you up warm.
The focus is on the active participation in Christmas time. Knitting is tangible, warm and comes from the heart. It is one of the oldest handicrafts served to build up a collaborative, social communication form, receiving its revival in the digital age. Knitting is individual, personal and larger than life. Knitting communicates and makes communities. The gracious appearance of knitting, hooked up with the german public channel " Das Erste " gives it new, refreshing look. Transformation of the old tradition with a modern concept closely knits the channel with the audience.
Das Erste…keep it warm.
Conceptually, the channel needed a unique emotional impact and this was the first step to its new, knitted appearance of interweaved identities, marking the beginning of a new, modular, ident system.
Our weathermen and also the creative brains of velvet: Thomas Wernbacher and Matthias Zentner fought the battle against the cold and realized that the knitting is the new big thing. Guerilla Grannies pulled out their needles and knitted, like mad, their colorful wool yarn around everything: around things, trees, statues and the people.
But the contemporary and traditional motifs reflect not only in the stories, they are absorbed by the music too: the catchy alpine mashup sounds invite to sing along, like in a contemporary Christmas carol.
Light, snow, fun and laughter are spreading out, over the generations, cuddled all together under this soft, warm and cosy cover.
The campaign is dreamy, winterly, lighthearted, but also funky and made with loads of love.
In the knitting fever our creatives combined efforts with the gifted Dutch artist Bauke Knottenerus borrowing one of his works from his artistic series called "Phat knits" for the shoot. The team from the service production Strawberry Films from Budapest gave the artistic approach its finest touch.
Perfect accident wrapped around their motion design graphics and so we placed the present, right in the time of the first Advent, under the ARD's Christmas tree bringing nothing but the Joy to the World….
CREDITS: client: Das Erste; client creative director: Henriette v. Hoessle; client project manager: Sylvia Gustat; agency: Perfect Accident, Munich; agency head of design: Martin Kett; agency creative director: Stefanie Reinhart; agency producer: Jessica Weiske; creative director: Thomas Wernbacher director: Matthias Zentner; producer: Oliver Loessl DOP: Torsten Lippstock; service production: Strawberry Films, Hungary; service producer: Katalin Krammer; production designer: Márton Ágh; styling: Ali Toth, post: velvet mediendesign GmbH; post producer: Oliver Loessl; editor: Jochen Kraus; color correction base-light: Bianca Rudolph; lead artist flame: Sylvie Roessler; nuke artists: Philipp Danner and Rayk Hemmerling; technical supervision: Niklas Stolzenberg; music: Modernsoul; music producer: Heiko Beck; music composer: Peter Hoppe and Bernd Batke, modernsoul; sound mix: M-Sound