In a world that raises more questions than ever, news travels fast, but is leaving us less informed and more confused. With so much information and misinformation coming our way, ARTE Journal, the news channel of European broadcaster ARTE, is the curator you need to put current events into context. 

To promote the newscast to the German public, KesselsKramer found a simple form: the onomatopoeic words for moments of thought or confusion. “Ehhm”, “Hmmm”, “Ähhm” and “Öhhm, the most common in German, were used to present ARTE Journal as the solution to the questioning state people find themselves in. To create stopping power through simplicity, the universally understood words were shown in extra-large formats all over Germany. Next to the extensive OOH campaign, social videos were created, supported by sounds of news events and people “ehhmming” out loud. 

The striking campaign was picked up by the press, but because of its recent launch, final results are yet to be determined.