There’s an easier way to get what you want when you need it. That’s exactly what Setapp, the recently launched “Netflix for apps”, wants to prove. SuperHeroes New York and Macpaw surprised unsuspecting fisherman on a lake in Orlando with a fresh shortcut. Will they go for the easy way and take the bait?
Setapp is a subscription service with unlimited access to the best Mac apps for a monthly fee. With Setapp in the dock of your Mac, you’ll get around the hassle of having to go through tons of apps in the official app store, a shortcut that we so often would love to have in life.
Whether it’s speed fishing or finding the easier way to build a birdhouse, the multi-channel introduction campaign celebrates the convenience of taking a shortcut. Rob Zuurbier, managing director of SuperHeroes New York: “Setapp reached out to us in an early stage when they were still developing the service, so we immediately got a first hand experience of the benefits of this new subscription-based model for apps. As a digital first communications agency, this type of product is really close to our hearts.”
The campaign is built on the success of the agency’s SuperClose model. By applying sequential storytelling to the long idea of “taking the shortcut”, SuperHeroes New York targets different people in an engaging way.
The campaign shows different types of struggling, brought in short-form content like promotional videos, a product demo and display ads. We see the hassle of starting a fire, building a birdhouse or picking the right apps for Mac, and how all these moments are minimized by offering people a shortcut.
CREATIVE CREDITS:
Agency: SuperHeroes New York
Managing Director: Rob Zuurbier
Executive Creative Director: Rogier Vijverberg
Creative Director: Niek Eijsbouts, Hunter Fine
Creatives: Ola Syse, Elliot Stewart-Franzen
Graphic Designer: Long Wu
Account Lead: Beth Irvin
Agency Producers: Severien Jansen, Yumi Yamsuan
Production Company: Good Engine Media
Executive Producer: Andrew Garland
Line Producer: Myriam Schroeter
Directed by: Pete Marquis & Jamie McCelland
D.O.P.: Eric Ulbrich
Editors: Christ Teibert, Huy Nguyen
VFX: Huy Nguyen
Sound design: Silver Sound
Client: MacPaw
Responsible at MacPaw: Yaroslav Stepanenko, Julia Petryk, Olga Ku
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