Wed, 02 Oct 2019 16:06:00 GMT
MasterClass, the platform that makes it possible for anyone to learn from the best, today announced the launch of “How to Be a Boss,” its first-ever campaign featuring one of the most iconic bosses of all time: Anna Wintour, editor-in-chief of Vogue and artistic director and global content advisor of Condé Nast. The roll-out coincides with the launch of Wintour’s MasterClass on creativity and leadership, complementing the roster of 65 MasterClass instructors including film directors, musicians, athletes, chefs, and more business leaders rolling out this year.
“Our first campaign, just like our platform, challenges people to take the leap and aspire to lead,” said David Schriber, CMO of MasterClass. “‘How to Be a Boss’ perfectly articulates the MasterClass vision of inspiring people to greatness. We're thrilled to have it out in the world.”
MasterClass tapped creative leaders and respective “bosses” at the top of their fields to bring “How to Be a Boss” to life through striking creative imagery via out-of-home, print and digital media. Famed creative director Jessica Walsh of &Walsh designed the campaign, featuring images shot by world-renowned photographer Tyler Mitchell. Each design captures advice Wintour shares in her MasterClass on how to lead with vision and without apology, including: Plant Your Flag; Yes or No. Never Maybe; Impact Isn’t Seasonal; Take Credit. Give Credit; Own Who You Are; You’re Nothing Without Your Team; Learn From Your Critics; Lead With a Vision; and Create the Culture.
“All of our instructors connect back to the message of owning who you are, without apology,” said David Rogier, co-founder and CEO of MasterClass. “‘How to Be a Boss’ isn’t just a tagline or a campaign — it’s also a movement for life-long learning. We’re incredibly honoured to have Anna represent our collective force of instructors as the face of our first campaign.”
Creative development of the campaign was executed by &Walsh and Observatory Marketing, with media planning and buying by Exverus. “How to Be a Boss” marks the brand’s first time using print, digital and out-of-home as significant components to their advertising.