Mubi Impressions

DISCIPLINES

Advertising, Art Direction

 

COMPLETED

2017


DELIVERABLES

Integrated Advertising Campaign, Digital, Outdoor Print

 

RELATED

Consumers found the movies featured on Mubi felt "too complicated" and "looked boring". They were  not drawn to Mubi, because they were not drawn to their content in the first place. However, Mubi films are meticulously curated by a group of like-minded, enthusiastic film-lovers, who always ensure that these films are sure to impress.

 

Armed with this insight, the campaign aimed to earn the target audience’s trust that the curators of Mubi will deliver films that satisfy. By juxtaposition of movie scenes with contrasting headlines, we aimed to tell people that first impressions can’t be trusted.

Creative Process Journal

PRINT ADS

By juxtaposition of movie scenes with contrasting headlines, we aimed to tell people that “first impressions can’t be trusted. Our hand-picked films are never what you expect”

5 SEC MOVIE TRAILER

The YouTube pre-rolls also leverage on the same contrasting perceptions reaching out to digital millennials more effectively. The movie trailer plot is in the short span of 5 seconds, ensuring that viewers catch the most important part of the advertisement.

SOCIAL MEDIA

User-generated content on social media platforms, specifically Facebook, Twitter, and Instagram. Calling for people to share their stories to have them featured on mubi’s own social media pages.

© 2017 Wilson Lai. All Rights Reserved.