In promoting it, our task is to present the participants of the new season and to show the audience that they're going to see completely different sides of these figures than they're familiar with. On one hand, exposing the cast to the viewers, and on the other, revealing each participant’s personal story.
For the campaign we created image-oriented spots that reveal the season's cast, promos that present each character and his or her story and promos that link the various characters and highlight the unique viewing experience.
For the tenth season's key image we wanted to emphasize the conflict between the familiar, glamorous characters and the way they are perceived on the show. We created a poster in which the cast members are seated at a shiny table. Their reflection, which is symbolic, is different than their glamorous "poster" image; their reflection conveys more human, authentic situations which bring across a different aspect of the familiar characters, just as the show does.
