AMV BBDO has partnered with MOBO to create a film, directed by Nadav Kander, which will promote MOBO’s new movement ‘Rise with Us’.
MOBO was founded in 1996 by Kanya King as a way of giving new and emerging artists a platform to showcase their talent and celebrate their achievements. From the start, MOBO has been about breaking down barriers and stereotypes. From the judging panel to the artists the awards recognise, everyone involved in MOBO is from a very diverse range of backgrounds and MOBO exists to celebrate and facilitate that diversity.
Diversity in the creative industries is far from representative of the UK population, particularly in London this has become an increasingly important issue.
Now, in it’s 20th year, MOBO is striving to increase its contribution by broadening its reach and not content with providing huge platforms and opportunities for talented musicians, it’s now working across all creative industries; art, theatre, film, fashion and advertising to name a few.
The MOBO Movement launched in April and MOBO approached AMV BBDO to help define the strategy and develop a campaign.
AMV BBDO partnered with MOBO to develop a wider campaign for the movement. The project, led by Programme Director and former Marketing Director of Eurostar, Emma Harris involved both launch activity and on-going support for the Movement focusing particularly on their ground-breaking MOBO season; a month of events and initiatives throughout October in the run up to the MOBO Awards 2015.
The first task was to define the brand framework and develop a new strategic positioning, creating the compelling proposition of #RiseWithUs.
“‘Rise With Us’ is a rallying cry. A call to action to the nation, from all those who are already part of MOBO’s movement. It works on every level; invites everyone to join in helping talented people from diverse backgrounds to rise from undiscovered to revered and to inspire future generations. ‘Rise with Us’ has given MOBO and our partners a thread to tie all conversations together. It’s helped to align everyone behind a common cause” says Harris.
Rise with Us is a multi-platform campaign, including outdoor, social and print, with the jewel in the crown being a powerful film featuring talent from across the creative industries including MC’s Stormzy and Bonkaz and actor Colin Salmon among others, delivering a piece of poetry that sums up the Rise With Us movement all produced by legendary photographer Nadav Kander.
Cilla Snowball, Group Chairman & Group CEO, AMV BDO, comments: “We were delighted to be involved with this project for MOBO, it is an issue close to our hearts and working with Nadav Kander to produce this exciting film has been a pleasure”
This film will be launched online and teased on social channels before airing during the huge MOBO award show, watched by millions of viewers on November 4th. AMV have also produced print and OOH to help raise awareness of the MOBO ‘Rise with Us’ season and to start a conversation around diversity in the creative industries. Thanks to the kind generosity of Clearchannel, Outdoor Plus and Exterion the campaign has run across key London sites through Kanya King, MOBO founder, added: “AMV are an agency that share our values and vision for greater diversity within the creative industries. We’ve worked very closely with them right from the start to not only craft our strategic positioning but to produce a stunning piece of film and some fantastic print work that powerfully bring to life our campaign thought, Rise With Us.”