NBCUniversal is a big, big entertainment brand. They own 3 broadcast networks, 17 cable networks, and over 50 digital properties. Quite recently, somebody in a corner office high atop 30 Rock had the genius idea to consolidate all of their ad sales under one umbrella, giving Madison Ave an unprecedented ability to segment their media buy across the entire NBCUniversal portfolio. This is kind of a big deal - but how do you let the world know about it?
They came to L+C for a big multimedia brand campaign announcing this sea change. The creative demanded strong creative concept in which to ground all executions. A tagline, a new brand identity, an anthem spot, a bi-coastal Busby Berkely-scale mondo shoot of over 120 celebrities, and a 360 campaign. The 3 month campaign teased the big transformation, culminating in a consolidated “upfront” event at the Javits Center in NYC, with a 100-foot wide video content and graphic show package. There were a great many creative cooks in this stew along the way, but the end result was nothing short of delicious!