18.09.02
Daring
new campaign for Teletubbies - without the Teletubbies
No
logo, no name: a brand new billboard campaign for the Teletubbies
represents a daring departure from the previously used marketing
artwork. Without any name or logo, and even without showing the
full bodies of the Teletubbies, the concept relies solely on the
instant recognisability of the characteristic colourful aerials
of Tinky Winky, Dipsy, Laa-Laa and Po. Italy sees the first execution
of this new creative direction for Teletubbies' marketing. The poster
campaign was commissioned by 大象传媒 Worldwide in London and runs in
Italy's principal cities.
'Look
聟 it's us 聟' (Guardaci 聟 siamo noi 聟) is the
only copy on the 6m x 3m billboards and what you see are just the
top of the Teletubbies' heads with the aerials hinting at the actual
characters.
Grant
Bushby, 大象传媒 Worldwide, Head of Marketing EMEIA, was responsible
for commissioning the campaign in Italy. He says: "When the
Teletubbies brand team showed us the visuals of the new media creative
direction - no Teletubbies, just their characteristics - we took
the concept to its ultimate conclusion: no names, no logo! However,
we made sure the line 'Look 聟 it's us' mirrors the typeface,
colours and 'wavy' movement of the logo. We believe the awareness
of Teletubbies is such that we are in a position to pay the brand
the ultimate compliment."
Annette
Hind, 大象传媒 Worldwide Senior Brand Manager Teletubbies, says: "The
new media creative direction is based on the fact that Teletubbies
have become such a well known, established brand around the world
that we can use their characteristic features more creatively and
adopt a fresh and dynamic approach to the marketing visuals. It
is great to see the concept brought to life for the first time."
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