Appointed by News Corporation Stations Europe in March following a five-way creative pitch, the consultancy was tasked with helping to create a proposition that would differentiate the channel from its rivals, which tend to broadcast ‘long-format variety shows and competitions’, according to Dunning Eley Jones partner Liz Dunning.
Cielo, meaning ‘Sky’ in Italian, launches today with the advertising slogan ‘From today the sky comes to earth’. The channel will show first-run programmes, classic movies and news.
The ‘moving sky’ ident features in front of a series of Italian backdrops to suggest collective ownership. ‘Sky is above us, all around us and by its very nature intangible. By capturing it in a logo in a way that makes you feel you can almost touch it, we are expressing the idea of “a bit of something for everyone”,’ says Dunning.
Speaking of the location shots she adds, ‘We shot the idents and stills across the length of the country, capturing Milan at night, glaciers and beautiful Tuscan sunshine.’