Read beyond the lines

Who is Watson?
watson is the third largest advertising-financed news portal in the country. watson is ironically funny, clever and never marginalizing. Anyone who is informed and has an attitude reads watson. News without blah blah.
Brief:
In order to release the brand Watson in French-speaking Switzerland and to strengthen its image in German-speaking part of Switzerland, Watson intended to launch a bilingual image campaign in both French and German. The claim « News without blah blah » (News ohne bla bla.) is complemented by the message «Read beyond the lines» (Haltung zeigen. Watson lesen.) and thus focuses on Watson\\\'s journalistic work.
Solution:
The print and digital assets focus on four young people, photographed in an intimate moment. They confidently ask you to show your attitude.
The TV spots respond to the social dilemma in Switzerland. In the spots we break with common prejudices and call on the community to read beyond the lines. The pink line under the eye acts as a strong symbol for the movement.
Result:
The campaign message sums it all up: Watson gives everyone the opportunity to inform oneself. To be courageous and take position instead of misjudging.