Viacom Catalyst (USA)
Project Title: Viacom Sizzle
Client or Class Name: Viacom - https://www.viacom.com
In late 2018, with a new CEO and a shift in strategy to expand Viacom’s focus beyond its core business of TV and film to the wider stage of entertainment experiences across all platforms, Viacom was at a crucial point in its storied history. To help announce its fresh approach, it needed to make an unequivocal and bold statement: This is a new Viacom. To do so, the company created a sizzle that incorporated its recently launched, first-ever design identity system and touched on entertainment from across its entire ecosystem – including TV, film, live experiences, merchandise and more. It built emotion with a dramatic introduction and quote from a true icon and symbol of reinvention – RuPaul – marking a true “declaration of independence from the past.” From there, it moved into a high-energy mix that showed the breadth and power of the company, enticing partners, press, potential employees and all who viewed it to connect, learn more and get involved with the company. The video was released as a key piece of the relaunch of Viacom.com, signifying a new day and bright future for an iconic company.
Judge Commentary: “This was a monumental production challenge for you. It’s solid…”