In August, A&E launched a fresh look and the "Brave Storytellers" campaign to appeal to millennial audiences. Brave Storytellers' is based on a belief that, hiding in the plain sight of everyday life, there are remarkable people and stories all around us. We just have to be brave enough to look, to get closer to the heart of a story, to create authentic moments of truth. Every layer of this campaign arose from sincere and organic interactions between photographer Amanda Demme and the subjects. Nothing was scripted – including each subject’s own WE ARE NOT statements. Everything was genuine, personal and human.
The campaign creates conversations with A+E’s storytellers in TV, print, and as part of an interactive layered story experience at LookEvenCloser.com. A&E and spoken word poet, IN-Q, joined together this past summer for a cross-country journey to look closer at real moments and people in the campaign’s short documentary.
Vimeo links: Brand Campaign On-Air https://vimeo.com/259923496 A&E Across America: https://vimeo.com/259923640
This campaign turned A&E into a culture brand and the home of Brave Storytelling. After launch, it took on new life: talent and viewers alike reached out to become a part of this Brave Storytelling campaign and magnify their own provocative stories.