mun2 launched an on-air and off-air brand refresh campaign that features new design elements as well as a humorous awareness campaign that focuses on the duality of life and language of its influential audience. Playing off the blend of Spanish and English language and the culture that mun2’s viewers embody, the consumer awareness campaign takes a clever, educational approach to bridging the pronunciation gap through its ‘Maestro’ spots. The campaign was created by by Ricardo De Montreuil, Vice President, Creative Director, with New York-based agency Gretel led by Executive Creative Director Greg Hahn, and research and marketing assets led by mun2’s Alex Alonso, Vice President, Brand Marketing.
“Our mun2 brand refresh reflects the constant evolution of our audience and the humor and style that they embody,” said Diana Mogollón, Executive Vice President & General Manager, mun2. “Our award-winning creative and marketing teams anchored this campaign in qualitative data from our 2012 consumer study. Throughout the focus groups the message from our viewers, both current and new, was loud and clear: mun2 was them – who they are, what they look like, their style, their friends, their language, their vida - it is a network where their two worlds connect.”
Over 100 assets were created or refreshed as part of the campaign, including new logo with U8 Bold font framed within a circle, animations, network menus, promos, on-air graphics, tags, and off-air assets including consumer marketing collateral and corporate branding materials. The team of De Montreuil, Jose Wolff and Eliz Giardino along with Gretel created the network’s creative design, introducing a new Overlap treatment for mun2 which retains its iconic and established use of lifestyle images throughout, but with an image overlap through the use of various colored layers. The network has continued to use images of real-life viewers, not celebrity, to reflect its audience.
Truly anchoring the refresh is the awareness campaign which brings a new talent to the mun2 roster – ‘Maestro.’ ‘Maestro’ is a character that mun2 will introduce in two on-air spots, “Diner” and “Rapid Fire,” that debut on the network on August 12. The central message of the spots is the ‘how to’ of being mun2 – the duality of life, culture and language. In both spots, the mun2 Maestro leads a viewer into discovering not only the brand, but themselves. As the viewer learns how to say the name, he/she has a blending of both cultural worlds – from Lucha Libre, Quinceñera, Reventoneros, and guapísimo confidence in a young, authentic and very Latino style. The Maestro character will be introduced to mun2 viewers at marketing events throughout the year as well as on-air.