THE COUNTDOWN BUG by Telecine Creative Department, Brazil for Telecine

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THE COUNTDOWN BUG

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Telecine Creative Department, Brazil
Creative Director Eric Menezes
Copywriter Andre Teixeira E Alex Mendes
Producer Joema Martins
Released September 2010

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: TELECINE MOVIECHANNELS
Product/Service: REBRAND FOR FILM CHANNEL
Agency: TELECINE PROGRAMACAO DE FILMES
Date of First Appearance: Sep 1 2010
Entrant Company: TELECINE PROGRAMACAO DE FILMES, Rio de Janeiro, BRAZIL
Manager: Eduardo Mourao (Telecine)
Creative Director: Eric Menezes (Telecine)
Copywriter: Alex Mendes (Telecine)
Art Director/Animator: Leonardo Furtado (Telecine)
Producer: Joema Martins (Telecine)
Media placement: Countdown Bug, Bug, Temporary Exhibition, - Television - 3 Millions Viewers - 22 September 2010

Describe the brief from the client
Telecine. The largest film network in Brazil was doing a project for visual identity renewal, changing the four channel’s logos. We had to draw attention for the day that the new logos were broadcast.

Describe the challenges and key objectives
The biggest challenge was not to use a conventional media. First, because we wanted to do something really new and modern that is in accordance with the design and development of logos, and second, because the client did not want to invest much money in it. The Telecine Network has 3 million viewers. Because of this, the best solution was to use the channels like a non-interrupting media.

Describe how you arrived at the final design
The solution was to act with simplicity, impacting our viewers in a unprecedented way. To achieve this, we began to take parts of the channel’s bug, day after day, like a countdown, until the new logo been revealed. Together with this, several films circulated in the channels showing what was happening with the logos. A new way to use design to communicate.

Give some indication of how successful the outcome was in the market
We received thousands of calls, emails, comments on blogs and twitter from people asking what was happening and thousands of dollars in spontaneous media without spending a dollar.