BILD Ohne Bilder
Agency: VCCP Berlin · Role: Creative Director Award HIghlight : Integrated Lion, Cannes 2017
BILD, in German, means picture. So a newspaper called BILD launching without any pictures at all is either an act of madness or a very precise creative statement. It was the latter.
Agency: VCCP Berlin · Role: Creative Director Award HIghlight : Integrated Lion, Cannes 2017
BILD, in German, means picture. So a newspaper called BILD launching without any pictures at all is either an act of madness or a very precise creative statement. It was the latter.
The head-tracking technology that powered the concept worked by detecting faces in news images and concealing their identity in real time — a small, precise idea that became the leitmotif of the entire campaign.
That gesture—hiding the person to reveal how much they matter—ran as a film reaching a global audience, and was also brought to life as an installation for visitors and VIPs arriving at the headquarters of Bild Zeitung at Axel Springer in Berlin. The newspaper then took the idea to its logical conclusion and launched an entire edition with no pictures whatsoever.
That gesture—hiding the person to reveal how much they matter—ran as a film reaching a global audience, and was also brought to life as an installation for visitors and VIPs arriving at the headquarters of Bild Zeitung at Axel Springer in Berlin. The newspaper then took the idea to its logical conclusion and launched an entire edition with no pictures whatsoever.
