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    About

    Black, a new streaming entertainment platform to rival the likes of Netflix and Showmax, needed an exciting digital launch campaign that would co… Read More
    Black, a new streaming entertainment platform to rival the likes of Netflix and Showmax, needed an exciting digital launch campaign that would convince consumers to try the future of entertainment. Our campaign introduced them to four characters stuck in the past, entertaining themselves in outdated ways. We used each character to tactically target users while they were searching for other forms of entertainment on the Internet, serving them a snippet of what Black has to offer. Each medium had a specific role in creating a campaign that both positioned Black as a brand to challenge current entertainment, as well as pushing people to trial. Throughout the digital campaign, we created 156 unique pieces of content, with a reach of almost 100 000 000. Read Less
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Black, a new streaming entertainment platform to rival the likes of Netflix and Showmax, needed an exciting digital launch campaign that would convince consumers to try the future of entertainment. Our campaign introduced them to four characters stuck in the past, entertaining themselves in outdated ways. We used each character to tactically target users while they were searching for other forms of entertainment on the Internet, serving them a snippet of what Black has to offer.

Each medium had a specific role in creating a campaign that both positioned Black as a brand to challenge current entertainment, as well as pushing people to trial. Throughout the digital campaign, we created 156 unique pieces of content, with a reach of almost 100 000 000.
AWARDS

GOLD   •   Most Innovative Social Media Campaign   •   New Generation Awards 2018
GOLD   •   Most Innovative Social Media Campaign by a Medium to Large Agency   •   New Generation Awards 2018
GOLD   •   Brand of the Year   •   New Generation Awards 2018
BRONZE   •   Online Campaigns   •   Assegai Awards 2018
GOLD   •   Art Direction   •   Assegai Awards 2018
GOLD   •   Brand of the Year   •   Assegai Awards 2018
CREDITS​​​​​​​

Client: Black
Agency: Joe Public Connect
Creative Direction: Daryn Drake
Concept & Ideation: André Lopion, Jared Milne
Art Direction & Design: André Lopion
Copywriting: Jared Milne
Motion Graphics: André Lopion, Punch Club Studio
Brand Identity: Joe Public Shift
Production Company: Velocity Films
Director: Adrian De Sa Garces
Photography: Red Hot Ops
Sound Design: Sergio Da Cruz