Streaming service Lionsgate+ has unveiled a steamy brand campaign that celebrates giving in to ‘adult vices’ and acting upon our deepest, unchecked desires.
Developed by London agency Adam&EveDDB for the Starz-owned VOD platform, ‘Life Uncensored’ centres around four films that look to position Lionsgate+ as the ultimate go-to destination for unapologetic adult escapism.
The integrated, 360 campaign will span TV, immersive out-of-home, radio, digital and social media and will star a range of ordinary people in mundane scenarios, interrupted by visions of fulfilling their wildest passions before ‘self-censoring’ themselves and returning to reality.
“This new campaign is as provocative as it is bold and by being so shouts loud and clear the LIONSGATE+ proposition in an already noisy, crowded market,” Lionsgate+ senior vice-president of international marketing, Linnea Hemenez said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Footage from some of Lionsgate+’s flagship programming such as Power Books IV: Force, Nacho, The Great and Outlander will feature throughout the films – and will also appear across immersive out-of-home activations.
A series of 30-second radio ads have also been produced that will tell listeners that Lionsgate+ is the home for explicit entertainment, whilst a suite of bespoke social assets will run across a TikTok and X takeover, alongside Instagram, Facebook and YouTube content.
Adam&EveDDB creative director, Mark Shanley added: “LIONSGATE+ is the streaming platform for adults. There’s no content for kids. It’s bolder. More provocative. The partnership we’ve had with LIONSGATE+ has allowed us all to use creative problem solving at its best to share this unique positioning. It’s been a lot of fun. The resulting campaign is as explicitly entertaining as the shows and movies on LIONSGATE+.”
