For the launch of Shorts 20 Minuten needed an attention-grabbing campaign to establish the new video feature within the 20 Minuten app. Shorts brings the vertical social media experience directly into the app: news, but with verified content instead of fake news.

We developed a visual campaign designed to directly appeal to a young, social-media-savvy target audience. At the heart of the campaign were two 15-second video spots featuring 20 Minuten presenters Jan and Vanessa. The spots begin with AI-generated fake hooks to intentionally deceive the audience at first, raising awareness about the issue of fake news. This narrative is broken by a hard cut to the 20 Minuten presenters in the authentic Tamedia environment. We staged the clips strictly in vertical 9:16 format to genuinely replicate that social media feed feeling.

To achieve maximum reach, we adapted the spots for TV, cinema, social media, and Zattoo banners. Additionally, we developed a visual concept tailored for DOOH screens.

Beyond the initial concept, we handled the entire production and post-production, including animations fully integrated into the 20 Minuten corporate design.