1997 FALL BRANDING CAMPAIGN - WEATHER ANCHOR

To promote WNEM 5 as a leader in news and entertainment among its local competitors and as a means to anchor the call letters of the station as the identifying brand in viewers minds, the station's call letters were used as an acronym for the phrase "We're News & Entertainment for Mid-Michigan."  Here, the weather anchor is composited over a 3D virtual set and reacts to a tornadic, spinning 3D station logo as it passes in front of him.  After it come to rest above his left shoulder, he turns and "grabs" the national weather map and pulls it out of the way to reveal the local map as the call letters duplicate themselves to his right and the branding phrase rolls out from behind each letter.

1997 FALL BRANDING CAMPAIGN - 6PM NEWS ANCHORS

This ID features two of WNEM's 6pm news anchors interacting with 3D graphics on a virtual, digital set.  Again, the 3D logo crosses in front of them, passes behind, and comes to rest at upper right.  The anchors then magically make the words of the branding phrase appear from between there hands.  The words then settle into their prescribed places.