Brand CampaignMotion Picture AssociationEntertainment2016
"What Comes Next?"
From regulator to advocate. The first brand campaign for the people who rate the movies.
From regulator to advocate. The first brand campaign for the people who rate the movies.
They rate the movies. They sell the movies. They love the movies. In their first brand campaign, the MPAA set out to honor the people behind the movies — but despite rating movies for decades, they had never spoken directly to audiences before.
THE CONFLICT
Movie lovers who had to relate to movie lovers
Most people didn't know who the MPAA was, what they did, or why they mattered. Our challenge was to build awareness and trust from scratch. They're movie lovers who have to relate to movie lovers.
THE APPROACH
We shifted the focus from policy to passion. Instead of explaining what the MPA does, the campaign celebrated a shared love of film and the people who bring it to life. The work rolled out in two waves — the first connected emotionally, the second spotlighted the craftspeople behind the scenes.
Spark — campaign film