Every summer, European public broadcaster ARTE curates a special cinema and documentary programme united under a theme. This year, Venus & Serena, William & Harry and The Blues Brothers star in the ‘Summer of Brothers & Sisters’. With a lineup full of superstar siblings and fictional families, the challenge was to connect with the audience by finding a common denominator everyone relates to. So how to create a campaign that promotes the ARTE programming, while staying true to what goes down within the family sphere?

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 is as strangely deep as it is deeply strange. The campaign illustrates this dynamic in all its relatable absurdity.

By capturing classic scenarios through raw amateur photography and a camcorder, the subtleties of the sibling bond are laid bare. The nostalgic footage shows young brothers and sisters jump from innocence to guilt in the blink of an eye, supported by snippets of the ARTE programming. The warm, messy home video-aesthetic takes you back to your family home, but mostly: to that one sibling who always got under your skin.