Turning FILMBOX+'s new identity into a campaign across Poland and Czech Republic, and beyond
This summer, seven FilmBox channels and FILMBOX+ Stream streaming service became FILMBOX+. Behind every new name sat the same idea: FILMBOX+ FOR EVERY MOOD, a promise that whatever a viewer wants to feel, there's a film waiting that fits.
SPI International's in house creative team built that new identity, the logos, the names, the look. What they needed next was a campaign that could introduce seven rebranded channels and FILMBOX+ streaming service to two different countries at once, without confusing anyone or losing the distinctive brand character that made FILMBOX+ different in the first place.
That's where we came in. We developed the key visuals and motion graphics that carried FOR EVERY MOOD out into the world, static and animated, vertical and horizontal, built to hold up whether someone met them on a metro screen in Prague or scrolling Instagram in Warsaw.
Two markets meant two audiences with different habits and different media landscapes, and the campaign had to flex across nine formats: OOH and DOOH, digital display, social, video, press, all running from a shared creative core. We built the masters, then versioned them out, matching specs for a dozen different publishers and platforms.
FILMBOX+is live in over 40 countries, and Poland and Czech Republic were only the start. So we built the toolkit with that in mind: created to be easy to adapt to other markets, allowing for transcreation while keeping the core idea and brand character consistent.
The rollout ran through June and July, showing up on metro platforms and shopping centre screens in Prague, railway stations and malls in Poland, YouTube pre-rolls, Meta feeds and print pages in both countries. Same tagline, same tone, translated into whatever a given screen or market needed without ever feeling like it was built for somewhere else first.
The rebrand gave that existing audience, and the ones still to come, a name and a look that finally says what the channels have always been for.
Rebrands live or die on whether people actually notice, and whether what they notice feels true to what came before. We're glad we got to help more people find their mood, wherever they're watching from.
Do you need a rebrand or a brand refresh and a creative partner who can? Get in touch
