Client

Mubi x D&AD

Project

New Blood Awards 2016

Type

Campaign, Design Strategy

Collaborators 

Chloe Young (Design, Strategy)

Description
 

The Now Showing campaign highlights Mubi’s unique offering of curated, classic cinema that’s available right now. It’s an ode to cinema’s roots and the emotional pull that film continually has over us. A combination of strong campaign strategy led by live feeds of cinema board change overs and a quirky tone of voice encourage our audience to fall in love with great film again...or at least for the next 30 days.

We wanted to create the feeling of when you first saw your favourite film, or at least one that impacted your life. It was probably when you were young, maybe with a partner or friend at a cinema.

Looking how this could be represented visually, we took inspiration from movie theaters. We were intrigued by the manual nature of cinema boards, having to change the letters each time a new film came out and, as a passer by, wondering what new title would be put up. We thought this related to all that MUBI stood for and we created the ‘Now Showing’ Campaign.

Now Showing focuses on encouraging the audience to experience a hand-picked range of classic cinema, today. The visual content utilises Mubi’s existing brand identity but allows for a more playful treatment.