n-tv is a german news channel known for current news reporting and in-depth background documentaries.

Insight:

The modern news cycle makes it difficult to gain a profound understanding of all relevant topics. Images shown in the media frequently only tell parts of a complex story.

Idea:

n-tv offers documentaries that give important background information about current events. We symbolize this with a campaign that highlights the background - just like n-tv does.

Execution:

We show images of news-events. While the pictures don't give any further information about the event at first sight, the background of the image explains the background of the story.

At the Summit of the Americas, President Obama symbolically extended his hand to Raul Castro. This was viewed as a signal of convergence between the two states. In the background, this handshake was preparing the dissolution of the US trade embargo - triggered by interests of industrial-lobbyists.