KesselsKramer Develops Campaign for ARTE That’s Made by the Public

ARTE is a public broadcaster. Made for the public, funded by the public. So, when developing ARTE’s very first brand campaign, it’s only logical to involve that very same public. In order to define the brand, KesselsKramer simply asked random ARTE viewers: “What is ARTE to you?”. The honest answers to that question form the foundation of ARTE’s brand campaign. 

ARTE through the eyes of Germany

From the comfort of their home, random people from all over Germany explain how they feel about ARTE. Each of their opinions instantly forms ARTE’s latest pay-off. A campaign that positions ARTE as ‘the-cat-channel’, thanks to Emilio who once saw a cat documentary on ARTE, but also as ‘the-no-nonsense-channel’, thanks to Erika and Detlef who do just don’t like to watch nonsense, and even as ‘the-terrace-channel’, thanks to Guido who watches ARTE on his terrace.

The consistency of diversity 

The diversity of the answers signifies the diversity of ARTE itself. “If you ask people about ARTE, many reflexively say ‘ah yes, the culture channel’”, ARTE explains. “And, sure, that’s how it started. But 30 years down the line, ARTE has become much much more. Arte is cheeky on TikTok, compelling with documentaries on YouTube, and exciting with a Scandinavian thriller series on arte.tv.” ARTE is something else for whoever watches it. The campaign invites the audience to develop their own opinion and pay-off: what’s ARTE to you?