RTVE Christmas Campaign
Kutuko developed RTVE’s 2019/2020 Christmas campaign around the idea of “Christmas mode”. Drawing on airplane mode, the concept proposes a break from notifications and routine to make room for togetherness and celebration.
Switching on Christmas mode
The films contrast two atmospheres: everyday sound and a Christmas world. Moving between them turns a familiar gesture into the campaign’s central thread, incorporating musical references to the broadcaster’s programming.
Kutuko’s contribution
Creative direction, 3D artistry, modelling and sound design build this change of state. The pieces and their development show how a shared idea can connect different moments of television communication.
- Client   RTVE
- Year   2019
- Sector Television
- Format Christmas campaign
Our creative proposal stems from that unique "magic" that envelops us during Christmas. It's a special time where everything changes, and we all change.
During this time of year, we enter a different mode: cities are adorned with lights, shops and homes are decorated, and we come together with family, friends, and colleagues. In a time where it's increasingly difficult to come to an agreement, Christmas arrives and, without words, we all conspire to keep the secret of Christmas safe for the children. It's a season unlike any other, we enter a mode of excitement.
Our creative proposal stems from that unique "magic" that envelops us during Christmas. It's a special time where everything changes, and we all change.
During this time of year, we enter a different mode: cities are adorned with lights, shops and homes are decorated, and we come together with family, friends, and colleagues. In a time where it's increasingly difficult to come to an agreement, Christmas arrives and, without words, we all conspire to keep the secret of Christmas safe for the children. It's a season unlike any other, we enter a mode of excitement.
For the final idea we wanted to bring a fresh perspective to the campaign, a nod to the airplane mode, the disconnect mode from our phones, work, routine, and to simply enjoy Christmas. We wanted to pay tribute to that "something" that activates us and frees us from notifications, calls, and the routine dictated by technology.
We wanted to bring humanity closer by putting ourselves in Christmas mode. The idea was to contrast daily actions that are transformed when we are in Christmas mode, in a friendly and approachable way. With this strategy, we aimed to create a campaign that wouldn't fall into sentimentality, but that would connect us with the most emotional aspects of Christmas, such as reunion, excitement, fun, and goals.
For the final idea we wanted to bring a fresh perspective to the campaign, a nod to the airplane mode, the disconnect mode from our phones, work, routine, and to simply enjoy Christmas. We wanted to pay tribute to that "something" that activates us and frees us from notifications, calls, and the routine dictated by technology.
We wanted to bring humanity closer by putting ourselves in Christmas mode. The idea was to contrast daily actions that are transformed when we are in Christmas mode, in a friendly and approachable way. With this strategy, we aimed to create a campaign that wouldn't fall into sentimentality, but that would connect us with the most emotional aspects of Christmas, such as reunion, excitement, fun, and goals.
Team credits:
- Creative Directors Carlos Cabrera
- Lead 3D Artists Carlos Cabrera
- 3D Artists Tatyana Ortega, Maite Martínez, Ricardo Gallardo, Raúl Arjona, Daniel Losa
- 3D Modeling Eider Astigarraga, Irene Muñoz
- Sound Design   Rodrigo Marchán
- Client RTVE
- Project Manager   Álvaro Ibáñez
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