CHALLENGE:
Developing and establishing a rebranding and on air reface for Boomerang Channel Latin America in 6 months. Goals included changing perceptions of the channel among the newly defined target (teens 12-17y) by creating a more appropriate narrative and look for teens, as well as building a strong and consistent visual language to be shared among all of the network’s platforms.

SOLUTION:
By developing a comprehensive creative brief with key brand information, network objectives and individual platform production needs, we attracted cutting edge, high-profile design teams in Mexico, Argentina, Brazil, Venezuela, US to submit creative pitches. After an extensive review process by internal stakeholders in US headquarters and executives in international offices, the work was awarded to two teams: Piloto TV Brazil and RIB Argentina.

Post rollout focus groups confirmed the project’s success. Teenagers identified with the new on air narrative structure and found the brand more modern. In addition, all rollout dates were reached, visual consistency among all platforms was built and clear brand and style guidelines became useful tools for internal business units. Read Less