As one of NBCUniversal's biggest partners we rebranded WWE's flagship show Monday Night RAW to be more sports centered while still holding true to the spectacle, humor and drama that only professional wrestling can deliver. After 3 years of injuries, storyline shifts and at times NO FANS, The award winning Must Be Monday campaign is still ever-evolving but always engaging fans new and old
CREATIVE PARTNERS: Veronica Cepero, Stan Rapoport, Jon Weiner, Danny Sklar, Kate Walter, Jeff Blackman, Liza Bruno, Tiffany Pilgrim, Lussier, Jonas & Co, WWE, King & Country
Pulling inspiration from the car crash scene in Deadpool we slowed down the action and mayhem showing that to the Superstars and fans, all of this is "Just another Monday" for them.
MUST BE MONDAY
Using fun, interactive text we created various kinds of "Days" that WWE Superstars and fans would relate to while intriguing new and lapsed fans as well.
IT'S THAT KIND OF DAY
KEY ART
Knowing the WWE is always crowning new champions and shifting focus on various talents at any given time, we looked to create art that could be easily interchangeable with whomever Superstars that are being pushed.
Used widely on Sunday Night Football and other sports content we set out to showcase the technique and skill that it takes to be a wrestler in a format familiar and relatable to the sports audience. While we held true the overlay aesthetic we also added some humor and exaggeration making the Superstars look like superheros and villains in addition to athletes.
INSIDE THE FIGHT ID'S
Pulling from sports elements like close up LED and 3D environments we created a bold toolkit that could be readable a break through the action of WWE footage.
GRAPHIC SYSTEM
CHARACTER PROFILES
With a MASSIVE KPI of attracting new fans, we set out to give viewers some background as to who some of the new faces on RAW are and what their character is all about.
When trying to build a social presence and content for a brand that is already well established we opted to frame our content through the eyes of a knowledged fan with some insider info.
SOCIAL CONTENT
