COLLABORATIVE - rewriting the brief

The Brief
MUBI sees itself as the antidote to oversaturated choice and average film content. Instead of churning out thousands of films, they proudly present a choice selection of just 30 – each one handpicked by a human being with great taste, not an algorithm. So every film is guaranteed to be a quality watch. And there are no ads. Ever.

Here’s how it works:

• A new choice is added every day (the Film of the Day) and the oldest film is removed, making sure the selection always stays fresh.

• All 30 films are available to watch or download for 30 days.

• It’s available to try for a month for free. Beyond this, subscriptions are monthly and yearly

On average, people spend 4.9 days a year searching for something to watch. That means infinity scrolling until you eventually “settle,” and the ever present danger you’ll get 20 minutes in and realise you’ve settled for a dud. People are starting to work out that ‘more’ doesn’t always mean ‘better’.

We need to use this frustration and your creative powers and create a campaign to get film lovers to put their faith in MUBI and its curators. It’s up to you to usher them home.

Target Audience .

MUBI has already created a community of the most interested and interesting cinema lovers in the world. But it’s still very much a ‘those in the know’ secret. Your target audience is not just film lovers, but people who are interested in all aspects of culture: art, music, design, architecture et al. They are smart, interested and appreciative of like-minds. And they hate being let down or wasting time.