discovery+Warner Bros. Discovery

Whatcha watchin?

Global Brand Campaign

Something for Everyone – discovery+ commercial

These days with cord nevers, watching is streaming. It seems like we’re always asking our friends, family, and colleagues "whatchu watchin’" because there is so much content in the streaming world that it could feel overwhelming.

Inspired by Budweiser's ‘Whassup’ 1999 campaign, the vision I created for discovery+ leverages today’s different methods of communication to become a modern era pop culture catchphrase in much of the world.

Campaign Ideation

Chosen Concept

In a series of people around the world texting each other "Whatchu Watchin," we learn that people seem to be more into what they’re watching on discovery+ than what is actually happening in their current surroundings. This concept leans into the power of word of mouth, and has the flexibility to be executed globally, with different genres, and with or without talent.

Teamwork

Through several rounds of team breakout sessions, consisting of creative brains and copywriters, over 75 original ideas were eliminated down to 6 national campaign ideas for executives to review. This simple but clever concept fulfilled the assignment, creating a global brand campaign that translates "full of life" into a consumer-facing brand message with discovery+.

Consumer Insight

Crowdsourcing recommendations is a huge part of our culture, especially when it comes to entertainment. People use it as a way to connect and relate, while also avoiding the need to sift through the ever-increasing options at their fingertips.

After sleepless nights of brainstorming, I turned for inspiration to my library of Communication Arts magazines dating all the way back to 1994.

Matt Rosecrance Creative Director