Classic films greatly influence culture. They’re not dusty tributes to the past - they’re guideposts for today. Don’t evade it. Embrace it.

Situation

Turner Classic Movies was a legacy brand beloved by film lovers but at risk of losing cultural relevance and aging out of its fan base. However, the current fan base is deeply passionate and equally wary of change.

Strategy

With the help of a cultural brand audit, we opened the brand aperture by exploring how the past and present are connected. Next, we modernized the look and feel of TCM while still respecting its past. A new logo, new look and new tagline: Where Then Meets Now, emerged. This new brand strategy informed new programming themes and events.

With a culture forward approach, TCM also showed up on Tik Tok and quickly gained recognition for artfully bringing a love for film to new generations. Case in point, TCM was one of 10 brands recognized by AdWeek for “Successfully Rocking Tik Tok”.

Story

Connect classic film and culture by taking TCM out from behind the glass and making it a part of the cultural conversation.

Results

Garnered multiple awards for creativity and design.

Generated millions of impressions in earned media.

20% increase in new audience viewership for TCM on Max.

Created multiple new programming events, including a first time partnership with the Met for “Follow the Thread” which explored the connection between film and fashion.

“EVEN A CLASSIC NEEDS A BIT OF RETOUCHING.”

NY Times