KesselsKramer and ARTE Journal spread giant, graphic 'Ehhmms' all over Germany, showing how, in a world that raises more questions than ever, the European news channel helps us put current events into context.
With all that’s going on in the world, it’s hard to keep track of current events. News travels faster than ever, but it’s leaving us less informed and more confused. Often, it’s the context behind the headlines that you need to get the full story. With so much information and misinformation coming our way, ARTE Journal is the curator you need. They take the news a step further by giving in-depth coverage of current affairs and culture from a European perspective.
To capture the questioning state people find themselves in, KesselsKramer found a simple form: the onomatopoeic words used for moments of thought or confusion. “Ähhm”, “Öhhm”, “Hmmm” and “Ehhmm”, the most common German examples, become the heroes of the campaign. They are shown in graphic visuals all over Germany, with Arte Journal as the solution to help you understand current events better.
The aim of this campaign is to create stopping power through simplicity. That’s why the universally understood “Ehhmm” is designed to be used in extra-large formats. Next to the extensive OOH campaign, social videos were created, supported by sounds of news events and people “ehhmming” out loud.