The Now & Next series explores six defining themes of the modern age: Altruism, Family, Democracy, Work, Gender and Data. Covering issues on gender-related work ethics, same-sex parenting and the disconcerting issues of big brother technologies in China.
The series sponsor: Mishcon de Reya, a future-focused British law firm embracing change in order to stay relevant and shape the future.
The mission: Help position the firm's relevance to an audience of corporate clients and HNWIs and other successful lawyers looking for their next move. See the user journey.
The solution: Align Mishcon de Reya with the political and ethical questions of Now & Next, using the films series as a hook for C-suite decision-makers, revealing immoral, social issues of today and the potential solutions for the world tomorrow. Advertising the series through The Economist global channels with a supporting series website and a targeted social ad campaign to ensure audience engagement.
Distribution channels: Economist.com, Facebook, Twitter, YouTube and Linkedin. Surpassing The Economist standard KPI's for a 6-part series led to a renewed contract with Mischon de Reya for series three in 2021.
Deliverables: Research and development report, Film brand ID, in-film graphic messaging, photography, conceptual UX design, rapid prototyping, A/B testing, site build, print and digital advertising, social teaser clips.
Results: 12M views, 137Hrs watched, 64% lift in brand sentiment, 189k Engagements
To symbolise the series I designed a divided split-screen with a horizontal scroll/swipe-able landscape for desktop and mobile. The two halves illustrate where we are today ( Now, on the left column) and where we could be in the future ( Next, on the right column ). Each section uses looped video to emphasise the mirroring of two halves. Hovering over the image triggers the video, transforming the cursor into a black play button as an extra call to action. The central Now and Next logo stamp rotates, morphing into the split-screen section title ‘Now or Next’, depending on which side the user is selecting.
Carrying the concept of split-screening through to mobile was a challenge. The solution was to stack each section of cards but hide half of the section so a user could read/watch the (Now) section then swipes to reveal (Next). Each section slides in from the right as the user thumbs down to give a hint to see more content.
The Now & Next logo uses Code, a sans serif font. Tailored interlinking letters and a centralised ampersand bridge and bind the two words to emphasise the tie. The central logo stamp was created to replace the series logo when advertising an episode's title. It also doubles up on the desktop to indicate what side of the split-screen your cursor is on.
The print ads of each series are seen by over one million subscribers to the Economist print publication. Released weekly during the length of the series campaign. Conversion from print to the web has never been an easy task but with the help of QR code CTA’s and smartphone QR camera readers, we’ve seen an average 10% click-through rate.
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