adam&eveDDB leads re-brand for global streaming platform LIONSGATE+

adam&eveDDB handled the re-launch of the on-demand global streaming platform, STARZPLAY, owned by feature film company Lionsgate Entertainment Corporation, under the new brand name LIONSGATE+. adam&eveDDB won STARZPLAY following a competitive pitch earlier this year, to relaunch the brand across Europe and Latin America.

“It Lives on LIONSGATE+” is an integrated campaign, spanning film, DOOH, digital and audio, that gives audiences a taste of all there is to experience on the platform, by focusing on the visceral, physical experiences of great entertainment.

The campaign is based on the insight that viewers are changing how they pick the shows they watch, with many of us choosing content that matches our mood. adam&eveDDB brings this to life in a 60-second film showing just how much goes on in our brains and bodies when we’re gripped by a brilliant story.

The film, conceived by Mark Shanley at adam&eveDDB, blends real life action, from typical living room sofas, with animated graphics demonstrating the adrenaline hit we get from a super suspenseful scene, the belly laughs delivered by the funniest comedy, and the heart-stopping power of intrigue.

Wonder, excitement, thrill, audacity, passion, intrigue, drama, escape, amazement – these words and more all flash before our eyes, along with glimpses of a few of the shows you can see, including The Great with Elle Fanning and Nicholas Hoult, Outlander, with Sam Heughan, Mary J. Blige in Power Book II: Ghost, and Julia Roberts in Gaslit. The film ends with the line: “It lives on LIONSGATE+.” (not all titles available in all territories).

The film was directed by Finn Keenan of RiffRaff films, known for his work on Nike, EA Sports and JustEat. adam&eveDDB worked with three post houses globally to give achieve different iterations of the body’s emotions. UNTOLD developed the opening shot of the brain – a crackling, lighting bolt of stimulation, rendered in the LIONSGATE+ brand’s teal colours; FUTURE DELUXE brought to life the Jeff Koons-inspired balloon stomach; and ABSOLUTE created the entrancing heart with golden flecks that pump with intensity. The intense film trailer style score was sound designed by 750mph in London.

The team at adam&eveDDB in London collaborated closely with global partners DDB Latina and adam&eveNYC, to deliver campaigns tailored to each local market.

Linnea Hemenez, Senior Vice President, International Marketing for STARZ, said:

“We wanted to take the opportunity to make advertising as entertaining as our content on LIONSGATE+. adam&eveDDB embraced this brief and made it into something truly powerful with their insights into what drives consumers in this market, and we’re excited to get the message out there.”

Mark Shanley, Creative Director at adam&eveDDB, added:

“We wanted to make advertising that’s as good as the movies and shows available on Lionsgate+. So we turned the camera around, away from the TV screens and onto the viewers, bringing to life their emotional reactions in a visceral way that is as bold, rich and provocative as the content on LIONSGATE+.”

The global media strategy includes TV, BVOD, digital film and display, social, OOH and direct mail in the UK, Mexico, Brazil, Spain, France and Germany.