After 12 years on the air, Nancy Grace prepared to leave her primetime time-slot ON HLN. Enter Ashleigh Banfield, who would be launching her new show Primetime Justice and departing her noontime home on CNN. To assist with this notable transition, we partnered with CNN and HLN to create an impactful multi-platform campaign designed to reach out to both Banfield’s fans from CNN and her new audience of HLN viewers.
THE TRUTH COMES TO NIGHT
In the launch spot, we reference Banfield’s transition to primetime through a flow of imagery from day to night . The act of lights turning on become a symbol of her heartfelt mission to shed light on injustice and its personal effects on our families and communities, with our campaign tagline playing off the imagery with a memorable turn of phrase.
A Graceful Transition
Although we positioned Banfield’s persona as unique from that of Nancy Grace, we address the interests of the loyal Grace audience concerned with crime and justice. In depicting America, we represent places both urban and rural all around the country to promote recognition of Banfield on a new network and speak to a broad base of viewers.
STEPPING INTO THE SPOTLIGHT
We translated the idea of spotlighting injustice from the on-air launch spot into the key art, with a warm, backlit treatment that dramatically highlights Banfield’s move from daytime to primetime.
Since our campaign’s job was twofold- to speak to the CNN audience as well as Nancy Grace’s HLN demographic, we created a tease spot to run solely on CNN to celebrate the past as well as build awareness and interest among CNN viewers in Banfield’s new endeavor.
CNN Tease Spot
THE GLASSES COME OFF
For much of her career, whether reporting from Ground Zero or the Middle East, Banfield wore glasses on-air, to a degree that they became a signature style. Very recently, Banfield changed that look, inspiring us to create a spot acknowledging and playing off this change. After all, we all know what happens when Clark Kent removes his black frames. Likewise, Banfield’s own transition to primetime is punctuated by her decisions to leave the glasses behind and fight crime and injustice with eyes wide open.