Telecine: THE COUNTDOWN BUG

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.