#Cero MUYBranding, Featured
A LAUNCHING CAMPAIGN THAT WORKS AS A TOOL FOR A WHOLE YEAR
Movistar+ approached us to help them shape an excellent idea and to make that idea into something that could help them all year around. To promote the main channel of the platform : #0
A CATCHY SONG
Their goal was to create a song about all the talents in the house and make a video using the codes of internet. Using the language that people use in social media. Stickers, gifs, bold typography, unapologetic colors and bold combinations. They wanted to embrace this new code where everything is more visual, flesh and inmediate.
The core idea was to move from using adjectives to define their brand to actually Creating adjectives from the brand itself: the talent in the house. They had been using, with great results, adjectives and #Muy (very) as hashtags. #VeryFunny, #VeryAmazing, #VeryBold , #VeryAdventurous. (It makes more sense in Spanish, trust us please). So it was time to own this and create their own adjectives using some the most recognizable faces in the Spanish tv landscape and turn them into Household adjectives. #MuyBroncano, #MuyBuenafuente, #MuyPaula, #MuyPatricia, #MuyCoronas, etc…
As well as create the song clip, we developed 15 different small clips for each talent. Each one departs from the personality of the host and the show but lands in a completely different world. Adding irreverence and loads of humor to their public personas. We were also asked to create gifs and stickers that could be used for social media and also on the graphic package. So we use this worlds to create a narrative that played with the personality of the talent or shine it in a different light.
A VERY SIMPLE IDEA
But we felt we needed something that could outlive this Pieces and translate into the graphic package and can be grown in house. We came out with the idea of turning the protagonists into motives. We asked them to dance And do silly things that we then turned into little loops. We then combined and arrange this loops into patters that became the background and the key visual for the new season. We created more than 15 different patterns. And the possibility to reconfigure and recombine infinite more. They are funny, understated and visually very attractive. They talk the same language as social media. And they are wit and fun to watch. It represents the channel in a fun way and establishes an immediate emotional connection with the audience.
ON AIR, ONLINE … AND ALSO OFFLINE
Talent patterns also arrived to the streets with the same fun code. They anounced the begining of the season of #0, asking you to dance at the bus stop or smiling in your way to work. They remind the audience you can watch the channel anywhere and anytime.
Project direction: María Borrás
Executive creative directors: Abel López and Pep Prior
Art direction and animation: Sergi Comabella, Mariane Paoletti, Francesc de la Riva, Pink Pill, Raquel Lafuente, Xabi Mendibe
Graphic desing: Pink Pill, Edu Simonneau, Maos
Production: Elena Labandeira