2017 Glass: The Award for Change

BABYLON BERLIN - WELCOME TO DIVERCITY!

ClientSKY DEUTSCHLAND FERNSEHEN GMBH & CO. KG / MEDIENALLEE 26 /85774 UNTERFÖHRING
Category A01. Glass
TitleBABYLON BERLIN - WELCOME TO DIVERCITY!
Product/ServiceTV SERIES CAMPAIGN
Entrant SKY CREATIVE SERVICES Unterföhring, GERMANY
Idea Creation SKY CREATIVE SERVICES Unterföhring, GERMANY
Credits
Name Company Position
Andreas Lechner & Cosimo Moeller SKY Creative Executive Creative Directors
Daniela Kuehn SKY Creative VP Design
Anne Sturm Sky Creative Art Direction
Claudio Keleminic SKY Creative Head of Concept
Silke Kirmeier & Patrick Leshoff SKY Creative Campaign Management
Ariana Saita SKY Germany SVP Marketing
Stephan Kasten SKY Creative Senior Producer
Udo Schuetz SKY Creative VP On Air Promotion
Joachim Gern Joachim Gern Photography
Max Daniel SKY Creative Head of print

Creative Execution

We selected the most colorful characters of the series' and gave them a strong voice: with statements telling everybody that respect and tolerance will always be the pillars on which our society is built - then as now. To create debate and to stress this fact, we deliberately launched our campaign to include more conservative environments and media (like OOH i.e. in east Germany and very conservative print media outlets).

The launch of Sky Germany's first self-produced series was a huge success. We had the highest viewing rates ever - after only two weeks the series already had over 2 million viewers. At the same time, the corresponding campaign had an out of home reach of over 300 million, while the series itself also created a huge discussion on social media (84 million social media impressions).

We deliberately wanted to provoke the mainstream thinking with our campaign by demonstrating that attitudes towards gender issues were more progressive in the 1920s than they are often today. As these issues affect everyone, our target audience was society as a whole. We want everyone to think about whether we really are on the right path when it comes to our tolerance regarding gender issues.