We worked closely with A&E on the major positioning shift that took them from the ‘Arts & Entertainment’ network to the home of ‘Real Life. Drama’.
We brought the new strategy to life with a brand book and a TV, print & cinema campaign.
The creative was based around the faces of the network delivering a challenge directly to the viewer, straight down the barrel of the lens.
Not only did this encourage people to begin to associate the network’s talent with the rejuvenated brand, it also defined a new bolder, more cinematic aesthetic for A&E’s on and off air communications.
Although the network recently rebranded once more, we’re still very proud of this highly effective and award winning project.
‘All networks rebrand, few do so effectively as A&E.’ The New York Times.