senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

LIONSGATE+ and adam&eveDDB Spotlight Unapologetic Adult Escapism in Provocative New Campaign

21/09/2023
Advertising Agency
London, UK
500
Share
The films are supported by immersive out-of-home activations displaying scenes from LIONSGATE+ shows

LIONSGATE+, the premium streaming service from STARZ has launched a provocative new brand campaign that aims to position itself as the ultimate destination for unapologetic adult escapism.

‘Life Uncensored’, created by creative agency adam&eveDDB, is an integrated 360-campaign spanning TV, immersive OOH, radio, digital and social media. At the heart of the campaign is a series of four films that illustrate how LIONSGATE+ is so provocative it is the only place audiences can live censor-free.

The films star a range of protagonists in everyday scenarios, such as eating at a restaurant or shopping for new furniture, where they are confronted with a strong desire to act with unapologetic candour and action. We watch as they appear to censor themselves by exercising control and restraint. However, we also witness their inner desires - from the illicit to the explicit - play out on screen through some of LIONSGATE+’s most uncensored and unforgettable moments from hit shows including Power Books IV: Force, Nacho, The Great and Outlander.

The films are supported by immersive out-of-home activations displaying scenes from LIONSGATE+ shows. With key subtitled words in explicit scenes censored out, the audience is invited to use their imagination to fill in the blanks for what is taking place in the scene. 30-second radio ads tell audiences that LIONSGATE+ is the home for explicit entertainment, whether it is sex, drugs, murder or perhaps just romance and scandal. A suite of bespoke social assets will also run across a TikTok and X takeover, in addition to content on Instagram, Facebook and YouTube.

Linnea Hemenez, SVP international marketing, LIONSGATE+ said, “This new campaign is as provocative as it is bold and by being so shouts loud and clear the LIONSGATE+ proposition in an already noisy, crowded market.”

Mark Shanley, creative director at adam&eveDDB, added, “LIONSGATE+ is the streaming platform for adults. There’s no content for kids. It's bolder. More provocative. The partnership we’ve had with LIONSGATE+ has allowed us all to use creative problem solving at its best to share this unique positioning. It's been a lot of fun. The resulting campaign is as explicitly entertaining as the shows and movies on LIONSGATE+.”

The strapline for the campaign, ‘Life Uncensored. It lives on LIONSGATE+’, taps into the overarching ‘It lives on LIONSGATE+’ brand platform that adam&eveDDB devised as part of the 2022 rebranding campaign for STARZPLAY, as it was previously known.

Brand
Agency / Creative
Media
Production
Post Production / VFX
Editorial
Music / Sound
SIGN UP FOR OUR NEWSLETTER
More News from adam&eveDDB
Behind the Work
Most Read of 2024: Behind the Work
09/12/2024
151
0
ALL THEIR NEWS
Work from adam&eveDDB
Making It Click
Aviva
09/12/2024
9
0
IAMS Presents: Waylon
Mars
28/11/2024
44
0
The Last Verse
Disney+
27/11/2024
26
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0