Shomi was an early stage competitor in the race to digital platform streaming. Reaching national cable customers, Shomi launched into highly competitive marketplace across Canada. Using the brand underscore, as a creative motif, we adapted the pre-existing logo and wordmark into an elasticated brand campaign. Supported the launch with multiple advertising campaigns, we helped the client and their team win various awards, including ‘Marketer of the year’.
The parent identity and brand strategy, developed by Method in NYC was taken by our in-house creative team and given an extra level of design application. Building out various positioning campaigns to help launch the product, we struck some gold, but also some rocks.
A system of graphics and copy rallied around the whimsical name and simplicity of the logotype. We explored a variety of creative directions and had some solid campaign platforms that utilized the icon bars to help create iconic stories on the platform, explored the merger of names and graphics, and looked to launch the voice of something fun. Sadly, the campaign wasn’t enough to compensate with the size and might of the category leader Netflix.
But they’ve yet to show-me an advertising campaign as fun as these.
As a campaign alternate, we let the brand logo visually tell our story.
The final campaign utilized our concept of key art with key messaging.