24.hu has launched a new brand positioning and image campaign. Its new slogan, “The Full Picture,” encapsulates the editorial approach of presenting news and stories in context and from multiple perspectives. The campaign film was produced for 24.hu by Central Content, the production agency of Central Media Group, the publisher of the news site.
Why “The Full Picture”?
It is easy to misunderstand the world when we see only one part of it. A single image or sentence rarely tells us everything we need to fully understand a story. 24.hu aims to present events in their broader context while giving space to different perspectives. This approach is encapsulated in the news site’s new brand positioning: 24.hu. The Full Picture.
The Details Come Together to Form the Whole
The campaign’s visual concept translates this same idea into images. The story follows people setting off independently from different parts of Hungary, each carrying a red, white or grey panel. As they make their way towards Budapest, their paths gradually begin to cross. Finally, at Heroes’ Square, the separate elements fall into place: together, the participants and their panels form 24.hu’s distinctive logo. In this way, the film brings the campaign’s central idea to life: it is only when the details are seen in context that they form the full picture.
Nearly 10 Locations and More Than 50 Extras
Central Content handled the entire production in-house, from developing the creative concept through filming to post-production, with several Central Media Group employees also appearing in the film. Promptmonsters AI Studio contributed to the creation of the film’s closing shot.
The brand film was shot at nearly 10 locations in Budapest and elsewhere in Hungary, with more than 50 extras taking part. Locations included a ferry, a scenic back road in the Balaton Uplands and a siding at Budapest’s Nyugati railway station, where temperatures inside an out-of-service train approached 50°C.
The campaign is running across RTL Hungary’s television channels and the RTL+ streaming service, on RTL.hu, as well as on Central Media Group’s own digital platforms. It will be expanded in the autumn with additional print, online and outdoor placements.
