BROTHERS & SISTERS & THEIR GUILTY INNOCENCE

PROBLEM
Venus & Serena, William & Harry and Beyoncé & Solange all star in ARTE’s ‘Summer of Brothers & Sisters’. With siblings as the leitmotif for the public broadcaster’s annual summer lineup, we wanted to honor them in the campaign. Brothers and sisters are often portrayed in a harmonious manner. But we all know the reality is different. How can we create a campaign that promotes the programming theme, while staying true to what actually goes down within the family sphere?

SOLUTION
By de-romanticizing the bond between brothers and sisters. The sibling relationship is thought to be one of the most important –and often longest–in our lives. It involves shared upbringing, shared genes, and shared secrets. Sibling love can go so deep that it can lead to rather strange situations that somehow make perfect sense to them. In the “Summer of Brothers & Sisters” we illustrate this dynamic.

CREATIVE
In the campaign we see young kids jump from innocence to guilt in the blink of an eye. To trigger a sense of childhood nostalgia we captured all visuals through analog photography and a camcorder. The warm, messy home video-aesthetic takes you back to simpler times at your family home, but mostly: to that one sibling who always got under your skin.