We gave birth to a Peacock. Figuratively. But also kind of literally?

We were tasked with launching Peacock, the new streaming service from NBCUniversal, and somehow break through in a land cluttered with streaming services. How’d we do it? By leaning into our full-feathered namesake and setting up Peacock – the brand, not the bird — as a star just waiting to hatch.

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We teased the launch with a couple of :15s that ran during the Golden Globes.

Then we had a real life Peacock send out a tweet.

It didn’t make a lot of sense but made for some good content.

But that was just the start. There was a lot more Peacock left to do.

Like these two launch anthem films that explained exactly what Peacock is.

More? Yes, yes, more.

To really, really emphasize that Peacock was free, we found every time someone in their gigantic content library said the word “free” and put it to some classical music. The result? A series of spots we called, you guessed it…

“Freethoven”

Promax BDA North America – 2021 - Gold - Brand Image Promo - Peacock

Effies - 2021 - Bronze - New Brand Launch - Peacock

Clio Entertainment – 2021 - Bronze - Television/Streaming: Spot/Promo – Peacock Freethoven

Clio Entertainment – 2021 – Bronze – Television/Streaming: Video Promo Mixed Campaign – Freeverse Launch

Clio Entertainment – 2021 – Shortlist – Television/Streaming: Spot/Promo – Peacock Sports

We even did a spot to feature the original series Peacock was launching.