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Cine 5 Estrellas

How is a star born?

BRIEFING

The main open channels in Spanish television always had programming dedicated to the presentation of upcoming and recent movies. However, Tele5, the channel with highest audience share, since 2005 stopped focusing on the cinema thematic to compete with the other channels. Despite this move away from cinema, Tele5 felt the need to come back to this area since, according to studies performed that the audience valued this type of content. The strategy was to provide a high-quality offer with the most high-ranked movies. Therefore, a new identity that transmitted this new positioning was essential.

SOLUTION

The new identity was all thought to regain the cinema imaginary and magic. We aimed to modernize what the public already perceived as tradition, the “Cine 5 Estrellas”. Alongside, we also wished to present a valid alternative to what is already made in other channels.
Our line of thought drifted to recovering and reclaiming the forgotten heroes of Spain, the eternal stars, and translate this concept into a visual identity composed of dynamic stars, where their shape was everchanging and fully adaptable to all the television sizes. We also bet on a minimal aesthetics that reflected sophistication as well as color differentiation according to the movie genres that the channel presented.

RESULTS

– The concept was well-received by the audience and generated a share increase;
– Mass media highlighted the success of the new identity launch;
– Competing channels were forced to react and revisit their cinematic offer.

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