Make Lemonade transforms Canvas into Kånvas

To celebrate its 15th birthday, national Belgian TV channel Canvas becomes Kånvas and shifts its focus to Scandinavia. During an entire week, Kånvas will broadcast quality drama, documentaries and comedy from up north. But the party isn’t confined to the channel itself: a mobile sauna travels from town to town, a Kånvas event is held at IKEA, a Swedish meatball fest held at STUK arts centre in Leuven, and in Antwerp the audience can join in a Curling cup. 

 

The idea for this thematic week was conceived by Make Lemonade, the channel’s marketing and communications partner. “During its 15 years of existence, Canvas has maintained an outspoken international focus”, says Willem Van den Hoof of Make Lemonade. “And because the ties with Scandinavia were already there it seemed like the obvious choice. Scandinavia isn’t just acclaimed for its excellent fiction, but also for quality productions that appeal to wide audiences, just like Canvas itself.”

 

 

A Scandinavian-flavoured programme schedule was compiled by the channel, whereas Make Lemonade created a Kånvas look-and-feel, with new idents, logo and sound logo. Since a lot of the featured shows have hard-to-pronounce titles, the agency asked famous news anchor Jan Becaus - reputed for his impeccable pronunciation of foreign tongues - to become the voice of the channel and the accompanying radio campaign.

 

The theme week will be announced with a TV-spot, trailers, radio commercials, print ads, banner ads and its own temporary website: www.Kanvas.tv. 

 

But there’s plenty of extra stuff going on. IKEA will run Kånvas trailers on the TV screens in its showrooms for the entire week. Visitors can literally book a chair online to watch the exclusive premiere of Lasse Halström’s The Hypnotist in a comfy IKEA living room in the showroom and limited edition Kånvas blankets will be offered to heighten the experience.

 

The mobile sauna halts in Bruges, Hasselt, Louvain and at the IKEA stores in Ghent and Antwerp. At the Kinepolis cineplex in Ghent the sauna will coincide with a film festival dedicated to Scandiavian crime drama. The audience will be able to book a sauna visit on the spot and receive a sauna voucher and an exclusive Kånvas towel, courtesy of IKEA. Viewers who book a Sauna session, get the chance to win a tailored Kånvas trip to Scandinavia. 

 

In the university town of Louvain, students can participate in a Köttbullar fest with Swedish meatballs and enjoy a live performance by upcoming Danish band Broken Twin. Antwerp viewers can compete with sports anchor Frank Raes in a Kånvas Curling Cup at the city’s open air ice skating boat.

 

Credits

 

Agency: Make Lemonade

Client:  Canvas (Mark Coenen, Peter Claes, Sam Sisk, Simon Vrebos)

Creative Director: Willem Van den Hoof

Account Director / Agency Producer: Sam Buyst

Head of Design: Frederick Feyfer

 

Creatives: Willem Van den Hoof, Frederick Feyfer, Thomas Renders, Dirk Domen, Johan Van Oeckel

Graphic Design: Frederick Feyfer, Philippe Pauwels

Account Executive: Kimberly Desseranno

Website Development: Wieni.be

Banners: AdSomeNoise

Sound Design: Raygun (Peter Baert)

Event Production: Six the Fix & Kimberly Desseranno

 

Film Director: Kristoffer Borgli

Creative Director: Willem Van den Hoof

Production Company: CZAR Brussels

Servicing producer: Bacon OSL

Producer: Pias Semb

Executive producer: Eurydice Gysel

DOP: Daniel Voldheim

Camera-assistent: Pål Ulvik

Tourguide: Perry Eriksen

Postproduction: Postmenn

Editor: Øystein Dyb

Grade/Online: Christopher Ekdahl

Sound design: Andreas W. Martinsen

Post-producer: Stig Anders Høyjord & Birgit Dhont