A FRESH APPROACH TO BRAND MARKETING

Since their launch, The CW has leaned into their high-profile talent to promote the network and their shows. And why not when you’ve got Taye Diggs, Lili Reinhart, Grant Gustin, Melissa Benoit and Cole Sprouse at your fingertips.

SHINING A SPOTLIGHT ON REAL FANS

The CW has something many brands could only wish for: a passionate, vocal, highly-social fanbase. So we presented a new approach to The CW’s 2021 marketing: don’t feature network talent at all.

Let’s shine a light on fans who have felt empowered by a CW show or character to live their truth.

MY CW STORY

The campaign hinged on finding real fans with real stories; authenticity was paramount. That meant speaking with hundreds of people throughout the country, and identifying core themes we wanted to address: mental health, BIPOC representation, overcoming physical challenges, LGBTQ equality.

To maintain authenticity in all aspects of this campaign, we shot each subject at their home— and didn’t bring any set dressing. And to further put focus on the fans and their stories— rather than shiny bells and whistles—all spots were delivered in black & white.

LIVE-ACTION, MID-COVID

We traveled around the country so our CW fans could tell their stories where they felt most comfortable: their homes. From St. Louis to Virginia, Atlanta to Los Angeles, we racked up a healthy amount of frequent flyer miles, negative COVID tests, and Zoom hours.

REAL STORIES WITH REAL IMPACT

In total, we shot eight fans and delivered 16 spots. While originally slated as a brand campaign, these spots are now also being used to promote new seasons of each specific show as well.