USA: ALL IN
Brand response to COVID and lockdown.
In March 2020, as the world went into COVID-lockdown, people started watching TV like never before. During the first few chaotic weeks of remote-working, my team and I quickly developed a campaign to encourage viewers to do their part to stop the spread - by staying home and binge-watching TV. All in. All day.
In addition to driving viewership, this initiative served as a mini rebrand campaign for the network and a testing ground for the new brand tonality we’d been developing. We’d also been in the middle of large redesign exploration, but suddenly had to come up with something on the spot. By necessity, it had to be simple and functional and lend itself to fast and easy implementation across a huge number of new assets.
In addition to driving viewership, this initiative served as a mini rebrand campaign for the network and a testing ground for the new brand tonality we’d been developing. We’d also been in the middle of large redesign exploration, but suddenly had to come up with something on the spot. By necessity, it had to be simple and functional and lend itself to fast and easy implementation across a huge number of new assets.
On the programming side, we were giving our viewers comfort TV when they needed it most: marathons of fan favorite shows, including some that had been off-air for several years, packed with custom content at a time when zoom-shoots and cast reunions were still a novelty.
We fleshed out the campaign with short PSA-style bumpers; keeping things upbeat without making light of the situation.
As things started to open back up, we shifted our messaging away from lockdown life - but kept the All In attitude and energy, celebrating our love of all things TV...
Similarly, we kept our short bumpers timely by filtering our love-of-TV messaging through a seasonal filter...
What started as a rapidly thrown together campaign ended up defining the network visually and tonally for next year or two.
TOV GUIDE
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BRAND BOOK
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STYLE GUIDE
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STYLE SIZZLE REEL
BRAND FILM