MUBI

For the D&AD awards, we chose to work on the brief for MUBI, a service that provides users with a new movie every day, hand picked by movie experts.

 After carrying out primary and secondary research, and weighing out all the benefits of the brand we settled for 'A daily dose for the movie connoisseur'. 

The idea was to showcase MUBI as the antidote for oversaturated content that some other movie streaming services provide. 

We went for a print execution that aimed to pique the interest of the target audience by not explicitly telling them what MUBI was, to get them to engage with the adverts and find out for themselves. The artwork in the print ads is themed around this idea of a daily habit or daily dose to complement our proposition.

The campaign also features sponsorships of outdoor cinemas, and a video execution (for which the script and storyboard can be supplied upon request).

The video execution was meant to be a parody of an AA meeting, where people would come to talk about their 'scrolling addiction'. The aim was to address a 'first-world problem' (a.k.a. not being able to find a movie to watch on Netflix)  in a serious tone, which we hoped the TA would find amusing.