Title	INFERNO
Brand	FALTER
Product/Service	NEWSPAPER
Category	F02. Illustration
Entrant Company	JUNG von MATT Vienna, AUSTRIA
Advertising Agency	JUNG von MATT Hamburg, GERMANY
Production Company	SALON ALPIN Vienna, AUSTRIA

Name	Company	Position
Andreas Putz	Jung von Matt AG	Chief Creative Officer
Volkmar Weiss	Jung von Matt AG	Chief Creative Officer
Michael Nagy	Jung von Matt AG	Creative Director
Simon Hagleitner	Jung von Matt AG	Art Director
Nadja Stritezsky	Jung Von Matt AG	Account Director
Katharina Kaiser	Jung von Matt AG	Account Manager
SALON ALPIN Vienna		Second Advertising Agency
Fifth Company		Music & Sound Design
Hieronymus Kloss	Jung von Matt AG	Copy Writer
	Falter Stadtzeitung	Client

Brief Explanation

The Falter is a weekly independent Austrian newspaper well known for its investigative journalism. It has a well known history and reputation for socio-critical journalism and advertising.

The Brief

With the campaign "Get me out of here"; having run for 7 successful years, the client asked for an impactful way to promote Falter's image as an independent & investigative newspaper. Knowing they had a low budget they asked for a creative and brave idea that would get people talking about the ad - at the cinemas as well as online.

How the final design was conceived

The ad was brought to life in an animated dark and gritty black and white advert which shows a dystopian future with people burning books, being trapped in their smartphones or swamped with work with deadlines looming. The ad was crafted with a combination of traditional and digital media which allowed the necessary freedom in production and animation while keeping the roughness of analogue drawings. Every background and every character was hand drawn and then brought into a 3D environment in order to be animated and brought to life. To further emphasize the journey through hell the textures applied to the characters and object were photographed using a macro lens. So for instance the texture of the tree was a close up photograph of an old oak.

Indication of how successful the outcome was in the market

The ad hit a nerve with the public. The topics of genetically modified food, deforestation and addiction to smartphones are a global issue - unfortunately. The ad has since been featured not only in trade publications but has been shared by many readers of the Falter as well as other journalists through social media channels such as Facebook, Twitter and LinkedIn. But most importantly it made people aware that there is a small, independent newspaper in Vienna which is not afraid to talk about uncomfortable issues.