TV IS DEAD. LONG LIVE TV.

NBCUNIVERSAL 2017 UPFRONT

For their 2017 upfront campaign, NBCUniversal was looking for a way to express all their brand had to offer, from massive reach and multiple properties to access to A-list talent and internal research and strategy teams.

Building off of their previous year’s campaign of “Reach Redefined,” we partnered with NBCU’s internal team to come up with a copy-driven solution that became a flexible system they could apply across all of their properties.  

line_3pxline_3px

THE SYSTEM

Each NBCU property was assigned a series of ingredients that spoke to business value, brand value, and fan value, as well as a payoff – the unique offering that makes NBCU the best partner for maximum return on investment.

line_3pxline_3px

THE SCOPE

We used our formula to come up with single ingredients for each talent, as well as combinations of ingredients for groups of talent, creating a system that worked across all of the campaign platforms.

line_3pxline_3px

Our team developed, designed and animated 78 digital OOH ads, including prominent placements across NYC and L.A. A clean, elegant animation style helped keep NBCU talent front and center, and pulled off the challenge of translating NBCU’s business and consumer appeal.

line_3pxline_3px

And/Or Team 
Executive Creative Director: Kelli Miller
Creative Director: Kendra Eash
Executive Producer: Nika Offenbac
Producer: Zack Tupper, Heidi Tannenbaum, Diana Mandelare-Au
Junior Producer: Meredith Alloway
Art Director: Elliot Blanchard, Erin Kilkenny
Technical Director: Jon Smith
Design: Sarah Cohen, Erin Kilkenny, Larisa Martin, Olga Povarchuk, Maggie Tsao
Animation: Elliot Blanchard, Yussef Cole, Erin Kilkenny, Jules Koetsch, Larisa Martin, Olga Povarchuk, Stephanie Swart 
Editor: Christie Brown

NBCUniversal Team 
ECD, NBCUniversal Integrated Media: John Shea
SVP, NBCUniversal Content Innovation Agency: Scott Weisenthal
ECD, NBCUniversal Content Innovation Agency: Rachel Yoo Digerness
VP, Brand Strategy NBCUniversal Content Innovation Agency: Steven Rummer
EP, NBCUniversal Content Innovation Agency: Andrew Gottlieb
Project Manager, Upfront Campaign and Event: Sandy Mogelburg
Project Manager Creative, NBCUniversal Content Innovation Agency: Victoria Toso
Copywriter: Ben Cochran

[unex_ce_button id="content_9qw7ry398" button_text_color="#000000" button_font="bold" button_font_size="20px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#f0f0f0" button_padding="15px 60px 15px 60px" button_border_width="5px" button_border_color="#000000" button_border_radius="0px" button_text_hover_color="#f0f0f0" button_text_spacing_hover="2px" button_bg_hover_color="#000000" button_border_hover_color="#000000" button_link="http://www.and-or.co/work/nickjr-beyond-the-backpack/" button_link_type="url" button_link_target="_self" has_container="1" in_column=""]ANOTHER ONE[/ce_button]