Cannes Lions

KISS FM

LUA BRANCA PROPAGANDA, Sao Paulo / KISS FM / 2012

Awards:

1 Bronze Cannes Lions
Presentation Image
Film
Presentation Image
Presentation Image
Presentation Image
Film
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Overview

Entries

Credits

Overview

Description

Kiss FM is the most important radio specialised in classic rock in Brazil. It has a loyal audience and a repertoire based solely on the biggest rock classics of all time. When the radio came to us, it needed a more audacious visual platform in harmony with the boldness of its rock 'n' roll programming.

Execution

To differentiate Kiss FM from the pop radio stations, a new visual identity was created, one entirely based on illustrations and 3D modelling. Black and white are the predominant colours, with little variations in the mid-tones and the presence of some realistic textures. The characters and elements don't respect a logical proportion between them, reinforcing the fantasy aspect of the scenarios. The illustrations were used on posters, ads, billboards and gigantography. They show a big pop universe and invite the public to find a classic-rock character. The rock star is always next to the Kiss FM logo.

Outcome

With the new visual identity, the number of listeners of Kiss FM increased by 17%, and the image of the radio got more associated with the great legends of the classic-rock world.

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2023, KISS FM

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